A dog-eat-dog design

No dog likes wearing the Elizabethan collar, a/k/a the "satellite dish," but it's the only way to keep post-op pooches from licking their wounds and ripping out stitches.
As humiliated as your dog may become while wearing the collar, they've still gotta eat; but they can't access the food bowl with the contraption on. The angled, elevated Hugx dog bowl was designed to serve that end. Not only is it selling well, it recently won the "Lifestyle Innovation Award" at New York's Pet Fashion Week (even beating out Alessi).
Industry kudos aside, as both a dog owner and an industrial designer I've got some problems with the form factor:

Why is it shaped like a dog, with the bowl located at the head, no less? Does it make sense, design-wise, to have a dog eating out of another dog's head? Can you imagine the human tableware equivalent?
top photo: wikipedia
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