I'm under the impression that people buy the Livestrong bracelets because they feel the need to conform. Sure, funding cancer research is great, but it's not about that...it's about being the only guy in your bike club, gym or office without one.

It's a secret admission of yuppitude-- visual handshake of sorts that says "I, too, am dealing with a midlife crisis (and an insatiable urge to bang Sheryl Crow)."

Perhaps "LIVEWRONG" is more about mocking mortality than seeking some sorta lame-o camaraderie about the sinking ship of your personal fleshbucket.