I think we’re more conscious of our pets than ever. Owners’ knowledge of how to care for their cats has exploded over recent decades. We know more about nutrition, diseases, feline behaviour, medicine, and products — just think of how the cat owner’s lexicon has grown to include things such as stimulation, preservatives, feline instincts, DNA testing, antioxidants, positive reinforcement, taurine, pheromones…the list goes on.