Just like refusing to purchase gas on a "National Boycott High Gas Prices Day".
I think the average person just wants to to do something no matter how pointless it really is, under the guise that if enough do it, attention will be brought to it, even if it does not result in any real change.
Who knows?
I truly followed this for three years, and confess some emotional attachment, I can't explain it, it's just there.