This article is about the Austrian High Court upholding PETA's right to free speech in that country, which is a good thing:

http://www.ejpress.org/article/news/12621

However, the commentary in the article illustrates the attitudes that the animal rights movement are trying to change. The issue was over a display showing the similarity between the treatment of Jews in WWII Germany and the treatment of animals today; the relevent commentary includes:

[QUOTE]

...critics filed a formal complaint with the Vienna Commercial Court on the grounds that the exhibit had mocked Jewish victims of National Socialism and featured the preaching of hatred. They also pointed out that concentration/death camps had been set up for the murder of human beings whereas the factory-farming of animals had been started for the purpose of feeding human beings. The Commercial Court said that the exhibit's comparison of human beings and animals had been totally unacceptable and banned the exhibit's reappearance in the city...

[END QUOTE]

In saying so they are equally belittling the suffering of animals, equating them to a mere commodity to be consumed at will and treated as such. Attitudes like this are precisely the issue Animal Rights movements are working to change and the PETA exhibit is perfect for bringing those attitudes into the open.