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Actually, I think PETA is reasonably effective. They are the fringe leader but drag a lot in their wake. Over the last 30 years the animal rights movement has made a lot of progress. Not so much directly because of PETA but because of other groups who would be stuck with the fringe label if it weren't PETA. So for the movement, I'd say they play an important role.
They make other groups that would seem radical and fringe seem more like a reasonable compromise. Kind of like the congressman who calls for impeachment knowing it will make the call for censure by his colleague more palatable.
But we'll know they're serious when they do a billboard that depicts a pig as Mohammed, saying to the other animals "I told you you should make nice to the man."
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