Did y'all know that on fish, the movement of the gills is a nervous reaction? The fish can't stop it, as it doesn't control it. The fish most likely died from the shock of the oil. (I had a cat once [sad story] were a TV feel on him and cracked his head opened. Even though he was dead, his body still tried to breath [crap, now I remember the horrible cat scream.]) Anyway, even though the fish looked like it was alive, that was merely his nervous system trying to keep itself alive.
Also, do you know how chickens were killed in the past for food??? The butcher would pick the chicken up by the neck and swing it around until the nerves in the neck severed and killed it. Why? Killing it with poison would taint the meat, shooting it with a gun would leave a bullet in the meat, blow the chicken to pieces, or in the case of lead bullets taint the meat. Why did they not just cut off the head??? Because you wouldn't have been able to get the chicken to hold still long enough.
The truth is, we treat those animals no different than they treat their prey. The prey suffers a painful death, maybe for a split moment.