When Dolly, the White Shepherd dog owned by the divorced Hollywood actors Justin Theroux and Jennifer Anniston, died on Sunday, they wrapped her in a blanket and scattered fresh flowers over her body. “Tonight, at sunset, after a heroic struggle?.?.?.?our most loyal family member and protector, Dolly A. laid down her sword and shield,” Mr Theroux posted on Instagram.

If you regard this as strange behaviour, you probably do not own a dog. Treating pets as close relatives, to be cosseted in life and mourned in death, goes back to the ancient Egyptians. But domestic animal anthropomorphism is reaching new heights around the world, not just in California.

It is also a financial theme. The growth of pet versions of everything from health food to personal services and new drugs is luring investors.