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"It's a publicity stunt."

Of course it is a publicity stunt. That is the whole purpose of it, to bring publicity to the effort to raise money for breast concer research. It is the perfect type of publicity stunt: it takes money from something that is economically useless and relatively meaningless (sports memorabilia collecting) and re-directs it to a more productive pursuit (cancer research).

"There are many bigger killers than breast cancer..."

Why does this matter? Money should be used to fund research on the biggest killers?
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