From the perspective of an ethologist, for example, the observation that sharks know when they are visible and when they are hidden indicates self awareness. Discovery's interpretation couldn't be worse for sharks.
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Great White Sharks Hunt Like Serial Killers
Jennifer Viegas, Discovery News
June 22, 2009 -- Sharks may only kill for food, but they share similar strategies with human serial killers: They lurk out of sight, stalking their victims.
Sharks and human serial killers can both be tracked using geographic profiling, according to a new study that applied this investigative technique to the hunting patterns of great white sharks, the world's largest known predatory fish.