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FYSDefinately no hokey at all. They are doing it for free and people will/would probably pay more if the cards are specifically labeled with the cause.
If anyone has not looked into what is going on in LA, I highly recommend that you do. Look past the evil (looting, rapes etc.), it is absolutley a tearfull reality of the helplessness of many innocent people.
As far as SGC's offer, this is just one of many illustrations of why anyone who has not tried SGC should. Do not turn this into some stupid grading debate. Just a simple statement of supporting those who do things the right way.