Colossally stupid. Spend all the money spent on new shoes, jerseys, banners, and now flags on cancer research and throw a few extra million dollars at it for good measure, THEN you're doing something to fight breast cancer.
EDIT:
Quick disclaimer though: I don't mean to indicate that raising awareness is useless or not a good thing, I just think that the NFL is going overboard with the awareness angle because it gets them a lot more attention than say, cutting a check for a few million dollars without tons of fanfare, and doing 1/10th of what they're doing for awareness now.