Because we live in a decadent culture in which medical research is seen as a luxury extra while nuclear weapons and Michael Gove are essential items for government expenditure, charities have to find increasingly odd ways simply to attract the attention of you lot.
My friend Emma has taken up the burden and is doing a night-time marathon walk ('The Moonwalk') in aid of breast cancer research with thousands of other people and I think you should send her some of your money.
You'll only spend it on Kinder Eggs and smack otherwise, so cough up here.