I am a pet lover and have two pets of my own.
Honestly, I think this is a benefit the employee can acquire on their own personally without the employer having to be involved -- just google "pet insurance". To me there are many benefits out there available in the free/open marketplace on an individual basis. Those should be left to the employee to acquire if they wish. I think at times the employer has gotten way too involved. Our goal is to provide benefits that the worker can not easily obtain in the free/open marketplace for a reasonable cost...such as health, dental, and life insurance, STD/LTD, 401k plan, etc. to help protect them from certain large life events.
As not only the benefits administrator, but payroll processor and HR guru, even though there may be no "cost" to the employer to provide these plans, there is time involved to administer them (changes, payments, etc). It would not be something I would want to spend my time on.
Honestly, most of my employees are having a hard time with the employee part of the health insurance premium. Only 8 out of 25 carry any extra life insurance. When they had to pay a premium for STD/LTD, no one participated. So I definitely don't think there would be much participation here.
And I have never had an employee request this benefit. And I have never had a recruit/employee not stay in their job position because it is not offered. I would suspect that if you asked employees to list benefits they would like to have, this would be no where near the top of the list....I'd be curious how much the article valued this benefit in terms of other benefits. Did it give any type of indication of where it fell?