Some of the comments here have actually made me despair. Didn't realise the concept of "man beating cat = bad" would be a point of debate, but reading this thread and various comments on twitter really makes you lose faith.
What makes animal abuse and child abuse so horrific is that it is an adult committing acts of violence to a defenceless being that they should have a natural inclination to protect - they are preying on a totally innocent party that they have complete power over. If you can watch a video of a man volleying and slapping his cat and feel complete apathy then I'd categorically question your character and morality.
The guy is an absolute disgrace and so are West Ham for playing him the next night, says a lot about the state of football that they were willing to completely ignore the fact one of their players abuses animals because they signed him for 35 million and they have a chance of finishing in the top 4. Money over morals, I'd be utterly disgusted with Blackpool FC if we did the same.