I think it's kind of dumb. It makes the dog look like a thing rather than a living, breathing creature that has feelings. I especially would not die a small dog because IMO it encourages people to think "Hey that dog is cute," and then they go and get a dog from some idiot, and treat it like a toy.
The reason people were so upset with Kelly Osbourne is this was a young puppy, a bulldog puppy. Bulldogs already have breathing problems, do you really need to put chemicals into their bodies?
http://www.femalefirst.co.uk/celebrity/36972004.htm