. >> the saturation of the pink has kind of lent itself to blacktivism. and i didn't invent that word. put a ribbon on this event and give hundred and wear pompoms, and do whatever you're going to do for the cause, it creates a scenario before you don't have to think before you pink. so now we're in a situation where we have to reverse that. >> is it possible to dial this back to a point where it really is helpful? dr. love, can it be dialed back, should it be dialed back. >> well, it can, if enough people and questions and really look at what's happening behind the pink, then the companies will sort of cleanup for act. the fact that they get away with it makes them do it more. but there are other things that women with do more. if you can't donate, you can participate in research. we have women studies where you fill out questions online overtime. and we need healthy women with breast cancer, and what causes it, and what is the best mechanism for prolonging the quality of life with breast cancer as long as we can. so there are alternatives to buying pink