How is this different from any other kind of insurance?
Well, to start:
they haven't invested the premiums in a long-term portfolio that will be drawn from to pay for future pet care,
they haven't set up a trust that will insure the fund will be used to pay for pet care in the event the insurance founders are no longer alive,
they have no actuarial derivation of the expected cost of underwriting this insurance (including the economic collapse risk Desertopa keeps bringing up), and
they have no external accreditation or oversight of their ability to honor their obligations.
(Note: the cryonics orgnizations that people keep comparing this to get the opposite result on all these checks.)
http://eternal-earthbound-pets.com/Home_Page.html
Providing assurance that pets will be provided for in the event of Rapture.
Having thought it over, I'm OK with the ethics of this service.