When we used pets (or rather head-stones for deceased pets) as a way to describe the benefits of not having the home full of wires we based it on the insight that pets are something that most people have a emotional connection to. The death of a pet was still something that we felt we could use in a humorous way without threading over an ethical boundary. We were able to get the attention but still not create any ill-will.

We got about 10 different articles in Swedish newspapers and sites and a lot of viral attention at the cost of 30 minutes of wood work and the cost of a small wooden cross.