The problem with animal cruelty is that modern industrial animal farming is torture, and torture of the worst kind. So it's diffucult to draw the line without angering powerful groups and rich advertisers.
A squirrel that lives freely in nature and is once set on fire, that it will likely survive (and even if not) has a better life than a sow in a cage indoors where it can't move, is constantly pregnant and crushes its own babies because there is no space.
