It’s Shark Week on the Discovery Channel! Watch it—but bear in mind that Discovery hypes the scariness of sharks in a way that doesn’t necessarily do them much good.

With that in mind, the Save Our Seas foundation has a great new ad calling for folks to “rethink the shark.” Take a look.

Meanwhile, in Martha’s Vineyard, the annual slaughterfest known as the “Monster Shark Tournament” was won by charter-boat captain Bob DeCosta, who landed a 327-pound thresher shark.

DeCosta said the tournament protesters were only a minor distraction and they didn’t understand that in the grand scheme of things, the 20 or so sharks pulled from the water are a drop in the bucket compared to commercial shark fishing, where only the fins of sharks are sought for shark-fin soup. These commercial fishermen cut off the fins and throw the sharks, still alive, back into the water.

True enough, but DeCosta’s logic isn’t compelling. That’s sort of like saying that it’s okay to shoot an elephant because it’s the poachers who do most of the damage. Well, no.

The thresher shark, by the way, is endangered. It’s also a truly beautiful animal. Here’s what it looks like alive…

And here’s what it looks like dead….

(Why, I can not help but wonder, do these New Jersey fishermen seem to think that they’ve done something to be proud of?)

I know some of you readers of this blog summer on the Vineyard. How about a letter to the local paper?