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Well, I kind of see it just like reusing a toothbrush or contact lenses or deodorant (which actually seem more and more unsanitary the more I think about it). I wonder of that feeling of reusing = dirty just comes from the fact that all of the period products that are ever marketed widely to women are disposable absorbent things. I mean, these cups aren't absorbent in any way - it's no more gross than the fact that you reuse flatware that different people eat off of all the time with all kinds of different (and sometimes nasty) food products.
Or maybe we're just conditioned to think of our periods as something that's "not right"... an unsettling idea to be sure, but I don't think it's too far off the mark.
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