I suspect this is right -
… The animal rights organization says they sent this “Veggie Love” spot to NBC for approval to run during Sunday’s Super Bowl. This is of course complete cow manure. PETA submitted this spot for one reason—the disapproval publicity NBC’s rejection is generating (this post included). No, they’d sooner go on a fox hunt riding bulls with their bodies smeared in rabbit blood then waste $3 million on 30 seconds of TV ad time.
Via Andrew Sullivan