some say "bah humbug" to the bra bridgade

The opposing point of view....some BC women say bah humbug to the facebook bra brigade.
I have read posts on other websites that women who had mastectomies see it as a painful reminder of what they lost. On breastcancer.org  one woman wrote, "BC is no game."
I can certainly understand why they feel that, though from a "new media" point of view I saw the posts as clever.
This blogger at Newsweek sees it as an empty gesture(link)