Breast Cancer Being Branded?

Not related to our readings from this week but an interesting argument that I've seen in a few articles recently that relates to what we've learned about branding.

Is breast cancer being capitalized on by companies/are companies exploiting breast cancer awareness in order to better market themselves?

http://www.dailyfinance.com/2009/10/12/pink-ribbon-overkill-companies-exploit-breast-cancer-campaigns/print/