I had to look a little further into this and pulled these "semi out of context" bites...
"Fish are so misunderstood because they're so far removed from our daily lives," said Karin Robertson, 24, the Empathy Project manager and daughter of an Indiana fisheries biologist. "They're such interesting, fascinating individuals, yet they're so incredibly abused."
Seriously, until you have discussed Freud with a Mackeral you just can't appreciate all they have to offer!
"Most people dismiss fish as dimwitted pea-brains. ... Yet this is a great fallacy," wrote University of Edinburgh biologist Culum Brown in the June edition of New Scientist. "In many areas, such as memory, their cognitive powers match or exceed those of 'higher' vertebrates, including non-human primates."
Will they be able to do sign language with their fins?
PETA also will urge changes in commercial fishing practices, for example proposing that trawler crews stun fish before cutting them up.
Give them some Dubya sound bites, that oughta stun them!