Women = Bitches?

While perusing the ‘net on typical topics of interest, I came across this photo of protestors demonstrating against puppy mills and the sale of pets in pet stores.

What are your thoughts/reactions to this comparison?  Clever?  Sensationalist?  Misguided?

I, of course, appreciate the cause and the underlying sentiment, but have always personally been one to prefer rational discussion and logical argument.  Unfortunately, that strategy rarely gets headlines, so maybe these folks are on to something after all.