Who hasn’t done it? Who hasn’t bought that extra cup of yogurt or that pink scarf that matches nothing in the closet just to show support for the breast cancer cause? Most women have seen what breast cancer can do in the lives of real women, whether we have endured it first-hand or watched a loved one struggle to survive. I have always felt that sweet inner glow after making a purchase if I knew that a small percentage of the proceeds would go to support breast cancer research. As a consumer, I felt that I was doing my part.