I agree that it was badly worded. People don't really pay attention until it's too late unless you can hit them in the face (figuritively) with out there facts. I tell people of the importance of putting away their cats, I recieve replies of "oh but mine would never kill anything" or "But my cat has bells and it's not fast enough". Around 90,000,000 native animals are killed by pet cats, it is estimated that over a third of that are birds. I'll now start using this article as an example in my talks.
The 90,000,000 deaths do not include those killed by feral cats, the actual figure could be closer to half a billion. Our small wildlife stands very little chance against these killing machines.
I acknowledge there are other factors at play here, but this is something we can act on.