In only three decades, marine mammals, particularly whales and dolphins, have captured the imagination of the Western world as no other animal group ever has. Originally focused on the plight of the great whales, public attention has now forced a reexamination of the most basic tenent of why these species are brought into the captive environment. Furthermore, it is ironic that the zoological institutions who originally championed the stimulation of the lay imagination now find themselves accused of maintaining prisons for these "gods in wet suits". This paper will explore the reasons for this phenomena; how this trend in public attitudes might be re-directed; and possible implications for the future of zoological institutions who house aquatic animals.