You know how it's PINKtober, the month where we pretend to care about curing breast cancer when we really just care about making money off of telling people we care about curing breast cancer? And where we pink all the things, almost obnoxiously as we pumpkin spice all the things?

Here's how serious we are. We could actually help someone who has breast cancer, but won't...because he's a man. Watch:

He was sent to the Charleston Cancer Center to seek treatment and arrange for surgery to remove the baseball-sized tumor, according to his medical records at the center. He and his family met with Susan Appelbaum, a breast cancer navigator and patient advocate for the Charleston Cancer Center, and he told her he had applied to the Department of Health and Human Services for Medicaid. On July 11, he called Appelbaum to tell her he'd been denied coverage because he's a man.

"I told him to appeal and, in the meantime, I started to reach out to the community and anyone that could give me advice on how to help him," Appelbaum said.

Medicaid told Johnson that the supplemental breast cancer coverage is for women only.

It's an obscure regulation that obviously should be easy to fix, right? I mean, we live in a country where men can pretend to be women and we have to take it seriously because tolerance.

A man having breast cancer should be easy to cover, right? Right???

Jeff Stensland, public information officer for South Carolina's Department of Health and Human Services, agrees that the situation is "really wrong" but says they can't get around this "overly rigid interpretation" of the Act, which specifically states these benefits apply to women with breast or cervical cancer. South Carolina DHHS has urged the federal government to change their opinion to allow the program to cover men, but has been told on "numerous occasions" that it is only for women, says Stensland.

And this isn't even a private plan. It's medicaid. It's the government.

So when the We Feel So MUCH champions with their ribbons and their walks and PSAs about love and change and all the feels get on TV to proclaim how much they care and feel and want everyone to know breast cancer is the worst thing ever and we should all love and care and feel... But what they're really saying is "Nah, only if you're a woman." All those calls with the ribbons and the pink and all the feels and the pink yogurt lids to "raise awareness" about breast cancer? This story proves it's a giant crap bag of insincerity. This guy needs awareness raised. This guy needs the care and the feels. This guy needs support. But no, he's just a man.

Tell me again about the patriarchy and how women have it so bad again? 'Cause I'm a little lost in the bewbs on this one...