kicking puppies is bad

An unfortunate set of circumstances led me to be driving from my lovely hometown of Rochester, NY to the middle of coal country Pennsylvania. During this drive, I noticed several slightly odd roadside signs. Most of them weren’t terribly distressing, but I was specifically worried (and simultaneously exceptionally curious) about a recurring billboard advertising notyourmothersmammogram.com What would make this particular mammogram so special? Had they found a way to make the process less uncomfortable? Would I no longer dread the mammogram experience? If it is “not my mother’s mammogram” then would that make a “young hip” mammogram? What exactly *do* they mean by “not my mother’s mammogram”…

Upon returning to home, I decided to check out this website (I know, I apparently have way too much free time). I was slightly frightened by the opening page. These were not “young hip people” mammograms. In fact, if I judging by age/generation, they appeared to be offering my grandmother’s mammogram.

While the website claimed their process had “less squish” and to provided “the best chocolate chip cookies”, it wasn’t explained to me, how the “less squish” was accomplished. Except for the “less-squish” claim no where on this website did I learn exactly why this is “not my mother’s mammogram”, but I guess “the best chocolate chip cookies” (as advertised on the website) might make the process less dreadful?

I am still left with many questions. Who would pick “notyourmothersmammogram.com” for their website? Is it effective for them? What message are they trying to convey? If they are trying to appear “young and hip” then shouldn’t they use a different image on their website? Do chocolate chip cookies really sell mammograms? I am *totally* confused by this website…