The good guys at Gizmodo decided to take the squirrel shot to the next level by launching the bugger skyward - way skyward. He scampers away unhurt, but PETA isn't going to like this video AT ALL.
Implications - Quirky and potentially controversial gadgets are considered a prime subject for viral videos. Here, issues surrounding animal cruelty impact the buzz and shock value of the video. To an extent, this idea of "controversy over substance" can be applied to marketing campaigns, especially in terms of online recordings, if a brand is looking for a reaction.