I actually read through the whole site last night. Yup, I was bored!
While it is pretty stupid, and very overpriced, I can't disagree with the concept behind it. Read the FAQs (Ask Adrian I think it is). It is merely making a committment to love your pet for their lifetime. Granted, in a totally cheesy and assanine manner, but I can't find fault with the concept. And in the Disclaimer it plainly states You cannot have sex with your pet!!!