Its a little excessive if you ask me. If consumers cared about their animals, they'd wake up and do some research. This is just a lesson learned for the pet owners who were too lazy to find the information. How many of these people cared about their pets until they started dying off? Nothing about pet food is kept a big secret. One good thing that did come out of this is the number of people who are now looking at what they feed their pets. A local private pet food maker in our area has had a 50% increase in business since this whole recall mess. Now if only people would look at what they are eating themselves.