How many people have heard of ALDF, FARM, IDA, Last Chance for Animals, NAVS or PCRM? These organizations use conventional tactics and public outreach.
When people think of animal rights they think PETA. When an animal comes to harm or falls off the desk on the Letterman show the joke is "better hope PETA doesn't find out about this."
Somehow these "silly" people fund investigative teams and a legal department, a magazine, a public outreach department, &c.
The silly tactics fund a lot more serious work than IDA can afford.