We are so familiar with the laughing cow on the products of a French dairy company that we do not even think about its meaning — we assume that cows at farms are not so happy. The same goes for a smiling pig in a butcher’s advert, even if the meat is organic: we won’t be naïve enough to think that the pigs whose chops we might buy were happy. So, why should we believe such a thing in the case of aquatic animals?