On March 17, when SeaWorld announced that they would be ending their orca breeding program, as well as its "theatrical killer whale experience," because "society is changing," I couldn’t help but laugh at the disingenuousness of the statement. Society isn’t changing; society, largely, didn’t know.For decades, since I fell in love with it as a child, SeaWorld has postured as a conservation-centric organisation. Now, thanks to the efforts of activists, scientists, and a whole slew of people who truly care, the hypocritical nature of SeaWorld's practices have been exposed. And society won’t accept it.Like many who are concerned with animal rights, I’m taking SeaWorld’s promise for what it is: not enough. Yes, ending captive orca breeding is a wonderful first step and it should be celebrated. But we shouldn’t ignore the fact that just last year, California, the site of a main SeaWorld park, already banned captive orca breeding.We also shouldn’t forget that in November 2015, a California congressman filed a federal bill to prohibit the captive breeding and wild capture of orcas, or that Tilikum, the orca who has been the park’s primary source of whale sperm for decades, is reportedly dying . Taken in context, SeaWorld’s “change of heart” is hardly generous. It’s a last minute act of desperation to change their image and to reframe circumstances they can’t control — a barely disguised PR stunt.