When I first stumbled across the link for PETA's anti-Mars website marscandykills.com, I thought "Those wacky PETA freaks are at it again. What could they possibly have to complain about with Mars candy?" And then I looked at the site. It's pretty disturbing. The experiments that Mars has been performing involving animals and chocolate seem like a bad joke. Injecting chocolate into the veins of mice? It's like Josef Mengele went to work for Willy Wonka. That's why it always bothers me when people call PETA a bunch of whackos. Certainly there are whackos in PETA, particularly the founder (whose stated goal is to have her body barbecued and turned into purses after her death), but they make some good arguments sometimes. And nobody else is going to do it.
In a related note, while I think the idea of their Holiday Celebrity Snow Globe is a good one, it's not as funny as it could have been. If you can't make a good joke out of Michael Vick's prison time, you're not really trying. That just shows that PETA has no sense of humor.
UPDATE: According to another article, Mars is trying to prove health benefits to chocolate, like that chocolate lowers blood pressure, etc. A twist that I'm surprised PETA didn't point out is that Mars' own website states that it does not promote animal research involving the suffering of animals. So PETA's taking them to court.