Hmmm. Going against the grain a bit here, and yes, it does sound a bit bonkers at first sight, but I actually think he could be on to something. God knows we see enough threads on MN about people treating their companion animals (and this is becoming quite a mainstream phrase, and there's nothing wrong with it) with contempt, as disposable commodities, or like furry toys. Or, just as bad, as anthropomorphised (long, difficult word) furry kids.
Sometimes it's helpful to stand back and look at how we relate to animals and why it is that we veer as a society from treating some as members of the family to collectively paying through our taxes to kill many thousands of unwanted, healthy dogs (for instance) each year via our local Councils. I think that trying to better unpick some of those complexities and contradictions is the thinking behind this chair and this journal and I for one welcome it, as we could do with some more ethical thinking on this issue.