I hate this sort of thing. I've rescued beached sea snakes (highly toxic venom) before and it gives you such a feel good feeling to see them getting a second lease of life and knowing that you're responsible.
I may p*** people off with this comment but it does seem to be part of the 'dumb american' side of American culture that they really truly don't seem to realise that the animal is going through pain and suffering. It's not a cartoon, it's real and I bet if someone just sat they down and explained things to them they'd figure it out.
To be totally honest, I find this distressing but no where near as distressing as videos I've seen in China of the way they butcher domestic animals for fur and meat. If you didn't watch it till the end, a larger truck comes along and finally puts it out of its misery which I felt at least meant that its suffering was able to end.