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These days we are looking more and more towards pets to fill our emotional needs. In the company of pets we break free of reservations and demands of human society. We can reach out and touch our pets when in need of physical contact and relax in their company like we wouldn’t in company of other humans. We can play silly games and talk about what’s on our minds without worrying about being judged. Where we are bound by self-consciousness and rationality in the presence of others, there are no such inhibitions in the company of pets. They offer us a connection to the natural world beyond human conventions. They offer us simple love and affection, a friendship devoid of ambivalences that plague human relationships. And what do they ask in return – food, shelter, caring when sick and most importantly our companionship. Pets also have a soothing effect on most of us, and it is also believed that having a pet in the house can help patients recovering from illness to get better at a faster rate. With so much to offer, pets have come to be treated more as family member than mere companions. We see many adults take their dogs on their exercise regimen when they run, walk and even hike trails. It’s not very uncommon to see families bring their pets to picnic spots or even the beach. Many companies even allow employees to bring their pets to work. Many of us hardly ever go away anywhere that we can't take our pets with us. Holiday destinations have been planned around pet friendly destinations, and the availability of pet friendly hotels, etc. And in the event that a destination is not suitable or it is not feasible to take a pet, many pet owners even look to paid pet kennels to look after their pets while they are away. This only goes to prove the fact that pets are an integral part of households. One would like to get the best products and services for ones family members, similarly, pet owners are looking for better services and products for their pets. Pet owners are willing to spare no expense where their pets are concerned. Their little friends now receive high quality food, best veterinary care and grooming. Some even pamper and spoil them with expensive couture, name branded gourmet treats, and state-of-art toys. There has been a remarkable growth in pet related industry in the recent years. The scope of products and services is growing to meet the demands of this increasing group of pet owners. But the trend is not limited to just the pet industry, the internet is providing a medium for pet lovers to express their love and affection for their animal friends. Social networking sites dedicated to pets are the next big thing. Websites like www.funepets.com, provide a virtual space where one can post videos and photos of their pets, thus creating a permanent memory of their pets. Dan Smith
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