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I mean come on! That's why dogs are infinitely better than cats (I'm looking at you, gato). You know he doesn't want to jump into the water to get that ball but he wants to please his owner so much that he's willing to sacrifice his dignity and a little pain by bellyflopping in his little life jacket.
You know if it was a cat the cat would fake the jump, push his owners off the dock with his greasy little paws and hop in that boat out there and run them over in a bloody death. You know it.