October has become synonymous with pink ribbons and breast cancer. You can't miss the numerous events and products that raise awareness of breast cancer and funds for research. Today's public discussion and media presence regarding breast cancer has dramatically changed in the past 40 years. In the 1970s, Betty Ford and Happy Rockefeller, wives of prominent U.S. politicians, were considered courageous, if not bold, when they spoke publicly about their breast cancer. How did we get from being brave to this being a commonplace announcement? What does this plethora of pink mean?