It's stupid, but it works. There are innumerable examples of it, The People's Democratic Republic of Korea, People for the Ethical Treatment of Animals, National Socialism, Mothers Against Drunk Driving. Good guys, or at least people who are good in the context of your or my value systems, also do it. I've got zero beef with my local Humane Society, they're great, but clearly the name of the organization has been chosen for its strong emotional potency.