This. So much this. I once had a customer who wanted to switch her cats to wet food because of crystals/UTI problems. I was showing her the wet foods we carried,and she started calculating the cost out loud, and was saying she would be going through two 13oz cans a day, with TWO CATS. I explained that that was way too much food, and they definitely don't need that much food, and I suggested to start with 1/2 of a 5.5oz can per cat, per meal. She insisted that was cruel, and that they should be able to eat as much as they want, and that all my animals must be skinny and starved.