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Anything that gets a cause out there and gets it some Noterity among the apathetic masses is a good thing in my humble opinion.
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I don't think the apathetic masses need a bracelet to make them think of breast cancer. The National Cancer Institute estimates that over 40,000 women will die this year alone, over 400 men will also die of breast cancer. Among those afflicted: my girlfriend's grandmas (both sides), and her aunt, my grandma, and many other family members.
"Overexposed"? I'd say anyone crass enough to think of breast cancer awareness as a passing fad needs to grow up and realize that this is just the beginning.