The welfare of animals isn't really a minute problem. It's ok to want more info on how the cats are selected and treated for what is ultimately a publicity stunt.
If I said the welfare of animals was a minute problem, you'd have a point. But it's kittens being pet by people that's a minute problem. Shelters bring them around to a variety of places, like the Palo Alto farmers market, already. This is just an extension of that advertising mechanism. And it is an infinitesimally small problem.