Ok. Ok.
I sort of see the thinking behind it. Stop using language which sets 'us' against 'them' and society will stop thinking along the lines of superiority/inferiority etc and all living things will be treated equally and with respect.
Except with all the sexist, homophobic, racist, classist, disabilist, ageist language that is bandied around, the word 'pet' is the least of our worries.
And the guy who researched this has obviously never had a cat. Only cat owners know what it is really like to be looked upon with pure, unadulerated disdain, disrespect and in some cases, hatred. 