It was estimated in 2004 that the American pet-supply industry sales produced profits of over $23 billion every year and that it would continue rising. The increase in companion animals is considered by professionals in the industry as a positive sign people are appreciating the value of pets. However, a contrasting picture is revealed by the number of these ‘valued’ pets entering shelters and being euthanized. “Because the pet-supply industry is so lucrative, businesses put significant effort into marketing their products to the pet consumer” (Fournier & Geller 61). Media advertising also plays a major role in pet-supply sales, thereby contributing to the overpopulation of pet animals.