Is it real? Or is itScrappleface?

You make the call:

Customers craving fresh crustaceans will have to look beyond Whole Foods Market Inc. after the natural-foods grocery chain decided Thursday to stop selling live lobsters and crabs on the grounds that it's inhumane.
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The Austin-based grocer spent seven months studying the sale of live lobsters from ship to supermarket aisle, trying to determine whether the creatures suffer along the way.
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Ultimately, Whole Foods management decided to immediately stop selling live lobsters and soft-shell crabs, saying they could not ensure the creatures are treated with respect and compassion.

"We place as much emphasis on the importance of humane treatment and quality of life for all animals as we do on the expectations for quality and flavor," John Mackey, Whole Foods' co-founder and chief executive, said in a statement.

Animal rights activities were thrilled with the decision, not just because of the way lobsters are harvested, shipped and stored but because of the fate that awaits many of them — being dropped alive into a pot of boiling water.

"The ways that lobsters are treated would warrant felony cruelty to animals charges if they were dogs or cats," said Bruce Friedrich, a spokesman for People for the Ethical Treatment of Animals.

In making its decision, Whole Foods pointed to a November report from the European Food Safety Authority Animal Health and Welfare panel that it said concluded all decapod crustaceans, including lobsters and crabs, appear to have some degree of awareness, feel pain and can learn.

I don't know what to say.

Whole Foods bans sale of live lobsters - Yahoo! News