B.F. Skinner was a genius. I’m surprised they didn’t mention one of his more ambitious projects, but one that might have changed the outcome of WWII - the use of trained pidgeons to guide missiles to their target. It wasn’t PETA but rather a lack of confidence that precluded the use of “smart munitions” for another 50 years.
http://io9.com/5828298/pigeon+guided-missile-could-have-changed-the-course-of-world-war-ii
Ninth paragraph.