Dogs now dominate the $55 billion a year pet business, with nearly 40 percent of American households owning a total of 78.2 million dogs. Dog products, dog services, dog admiration--okay, let's call it dog worship--has become totally over the top, with doggie treadmills, dog swimming pools, caffeine-free doggie java, dog massage, dog perfume, aromatherapy, hair coloring, and, yes, dog tattoos that would have seemed outlandish a generation ago when applied to your everyday household Rover.
But Rover isn't called Rover anymore: he's called Rufus. Or Lola, according to the Tumblog Hipster Puppies. In.
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