Turns out PETA helped the Red Sox bottom line by buying one of those 100th-anniversary bricks. Only the crafty animal righters report their brick has a subliminal message in it that will convince Bostonians to stop eating lobsters:
Lead Our Bo Sox To Early Runs! Late Inning Blasts! Easy Routs! A Trophy In Our Name!
If you take the first letter of each word, you get "LOBSTER LIBERATION."