I don't know about you, but my dogs are like my kids. (In fact, my dogs make me so nuts, I'm not sure I could handle kids at this point.) They both have their own personality, they are both need hugs and reassurance, they both are expensive as hell.
So, when an airline LOSES YOUR DOG it would be expected that you would get just as crazed as if they had misplaced your kid. Shoot, I get homicidal when the lose my luggage.
In a really adorably charming bit of irony, they have another dog searching for the missing one.