I recently became a member of PETA because I admire their investigative arm and their ability to get media attention. And I think that, yes, there is a place for shock value in the animal rights movement. Sometimes you have to have a "bomb-thrower" (figuratively speaking!) in order to always push the boundaries of debate for other groups to then follow.
But sometimes, well, PETA does overdo it. A lot.
This editorial in the Advocate does an excellent job of articulating the problem with PETA. (In fact, I think it also articulates Mr. Barky's problems with PETA as well.)