I hesitate to add this, but I guess I'm in a safe place... We once removed the distal ganglion (the 'brain-' like section) from an anesthetized lobster, cauterized the surgical site, sealed it with epoxy, and threw the lobster back in a tank. Other than the fact that the lobster walked very carefully, it lived and ate for a little less than a week... when the boss ate it.
Here's the thing, cooking a dead lobster makes for bad eating! They get very bitter once they die. At least when you're cooking live lobster you're getting your hands dirty and killing something to eat. Those who don't want to get their hands dirty - go to a restaurant. Whole Foods should be selling food not PETA propoganda.