Try being a bit less condescending. Just because someone thinks displays like this are hypocritical doesn't mean they are heartless. It could mean they are acutely aware that the only reason people care about this is incidental circumstance, and that equally sad events pass by without scrutiny because it didn't happen to someone who's milked it out for attention. Because that's what blogging about your daughter's cancer is.
If you're the kind of person who prefers fairness over indulging feels, then token efforts like pinning ribbons to things look like an ostentatious display of hypocrisy to friends and family, to show that you care about something everyone still collectively agrees not to do anything about (i.e. a kid dying).
If you're the kind of person who prefers fairness over indulging feels, then token efforts like pinning ribbons to things look like an ostentatious display of hypocrisy to friends and family, to show that you care about something everyone still collectively agrees not to do anything about (i.e. a kid dying).