Outrage is easy to come by when it comes to Tasmanian Devils.
When it was revealed this week that 30 of the iconic and endangered animals had been killed on remote roads, the anger was predictable.
They are a species on which millions of dollars of public and private money has been spent attempting to preserve and protect.
They are, of course, a distinct symbol of the unique and unusual landscape Tasmania is known for and on which it markets itself.
That researchers roped in Hollywood mega-star Chris Hemsworth to promote a mainland conservation program last year tells you all you need to know.
And that federal government funding for the Save the Tasmanian Devil program may have dried up could tell you more.
Each year a funding drive for the program aims to raise money to continue to fight the vicious Devil Facial Tumour Disease.
Each year new locations roll out new technology, such as the virtual devil fence, in an attempt to prevent the creatures getting crushed on the state's roads.
And still 30, that we know of, have already been killed in one small area in 2021.
Maybe if the same outrage was generated when any native animal was killed on our roads we would have a better chance of saving the endangered among them.
Although roadkill is obviously not unique to Tasmania, it often feels like you are more likely to see a possum or wallaby squashed on the roads here than running around a park or reserve.
What kind of message does that send to the tourists we expect to flock here to revitalise our visitor economy?
If we cannot protect the thriving animal populations, how can we expect to preserve the endangered animals - especially as we continue to use them as a drawcard for those same tourists?
Chris Hemsworth can only do so much.
It may be exciting, but the ongoing search for the elusive Tasmanian Tiger is actually quite sad. We do not want to ever go down the same path for devils.