Worship Services for Pets? Really?

The final project for my Church Planting and Renewal class involved doing research for a church plant proposal. My proposal focused on Newport News, VA. As part of the project, we had to learn about churches that were already present in our target area. While looking on one church website I came across something quite surprising (and sad). Under their "worship services" section of their website, I found a "Blessing of the Animals" service. This is how the website described the service:

More than 70 dogs and cats attended the service (also one turtle and one bird), accompanied by their human families. Held outside, the animals gathered together, surprisingly well-behaved, to hear guitar music in their honor, and a message by our pastors. Bill and Eleanor then blessed each animal individually.

Wow. I love animals--I have one cat and two dogs. But I do not think that this type of "worship" service has any place within a Christian ministry setting. What has happened to true, biblical, gospel-centered worship? Do animals really need to have music and messages in their honor? I think not. Let me know what you think.