I'm disappointed by how few people have called bullshit on this. This is clearly a hoax/scam, and until someone links me to the scientific paper behind this I won't be convinced otherwise.
Assuming this company actually exists and takes orders, they'll be tattooing the rays to get these patterns (yes, tattooing fish is a thing: http://en.wikipedia.org/wiki/Painted_fish ).
As a hypothetical situation it's interesting to see people's moral reactions to it though. I get that personal ethics are a very individual thing and there's no real logic to it besides what feels right for you, but watching people trying to justify other practices they (explicitly or implicitly) endorse, leather, selective breeding, farming etc, while condemning this is amusing.