People don’t just like their pets, they love them. The American pet market reached $66.75 billion in 2016 and shows no sign of slowing down. Research consistently shows people consider their pets part of the family, and often will spend more on their pets than they do on themselves. Countless industry stories bear this out. For example, the late actor Dick Van Patten—a fixture in Hollywood for decades—said no acting gig paid as well as his dog food company did. Controversial dog trainer Cesar Milan has gained global celebrity recognition equivalent to an A-list actor. And recently one innovative company has introduced a red carpet ‘lounge’ for pets waiting for airline flights, even horses.