Yes, this can be a serious issue, particularly when the pet 'owner' is a child who hasn't been taught how to be gentle with animals. This is something that they are capable of learning at quite an early age. But then again, adults are just as much, (if not more) the culprits too, as there is a fine line between pet related humor and pet cruelty with people who just want to create a viral cat or dog video and allow the animal to walk into a potentially dangerous situation. They don't stop the animal, or help the pet avoid the issue. Instead, they stand there and video record it happening. An old video of a cat swinging from a rotating ceiling fan comes to mind here. People need to use a little bit of common sense and realize that if they wouldn't want the event to happen to themselves, then they shouldn't inflict the situation on the family pet. Now, on the other hand, there are pets who act as if they are thoroughly mistreated when they are really spoiled rotten. My cat is a prime example of this, since she firmly believes that torture is when I give her a gentle hug, or pet her for two seconds too long. She doesn't like being held, getting picked up in the first place, tummy rubs that last longer than 1.5 seconds, and is quick to bite if I refuse to follow her 'rules'. Since I'd rather get bitten then let her always have her own way, I guess I practice animal 'cruelty'. Poor itty-bitty little kitty.