I couldn't stop laughing at the preshow and Eternal Earthbound Pets.
I side with Jeff on this one. While it could be seen as a scam, it is offering a service and contracting to deliver on that service. There is nothing at all dishonest about that, except that, like all rational people, the owners of the business know perfectly well they will never have to deliver. Those using their service believe with all their (pretty feeble) brains that this WILL happen though, and their demand for the service is legit. So, you have a perfectly valid contract, between two agreeable parties, which covers how those parties will interact in the event of a situation which one party believes absolutely will occur.
On the subject of whether the believers will give a toss about their pets once they're magically raptured... well, it doesn't matter whether they will or not. The service is there because they care NOW, and their "earthly selves" (I'm giggling uncontrollably as I type this) can't bear the thought of their pets being left alone after they become one with Obi Kenobi or whatever.
Oh man, it's nearly 2010... show me someone who believes this stuff... I have a bridge to sell them!
I'm with Greg on one thing though - wish I'd thought of it first!