I too have heard those hurtful comments from time to time. Dog lovers know all to well that no two dogs are alike, and that each one is a gift with his/her own little personality. As my sister often says, "They are just little people in fur coats". They deserve to have as much love given to them as they give, but too bad we humans don't often see the beauty in that. I often find myself wanting to spend more time with my dogs than I do most humans because I know they truly appreciate all that I do for them.
As the saying goes, " I wish I were half the person my dog thinks I am." The next time someone says to you "it's just a dog", consider yourself blessed that you see your dog's true value, and pity the person who said it to you because they can't.