I woke up this morning to a Facebook feed littered with shares of the “Male TV Host Wears Same Suit for a Year to Highlight Sexism” story.

Here’s what worries me. There’s a sexism bandwagon that everyone’s quick to jump on and things are quickly going “viral”. Who can blame you for sharing? Who would in their right mind argue against feminism?

Let’s look at this “story”. The claim is that this was a year long “experiment” to call attention to the presumed assumption that male TV hosts get judged on their work, and female hosts get judged on what they’re wearing, or how their hair is. Has everyone forgotten the Matt Lauer hair debacle?

This story is much more about the nature of men’s fashion than it is feminism. A suit is boring. So much so that you could wear the same one every day and nobody would take note. For all I know, every dude who is wearing a suit is wearing the same suit. This wasn’t an “experiment”, and we won’t get into the scientific process of how this might have been done, if that was the true goal of the piece.

This is the hijacking of a topic that’s guaranteed to get shared, reported and tweeted about, used expressly for the promotion of the Today Show.

Who wins as this piece gets shared? There’s a reporter that you hadn’t heard of a day ago who is now famous. The Today Show has a boost in brand value. And mindless media outlets everywhere have a new viral sensation to share. This has nothing to do with feminism, sexism or the challenge of being a female professional.

I can tell you for certain that there are meetings in the conference rooms of ad agencies where talented people are discussing how to leverage the new interest in feminism for the brands they now represent. Only it’s done in ad-speak, so it doesn’t seem so crass… “how can we help brand x call attention to the challenges that today’s woman faces?”

There will be more “sexism” stories, videos and pics to share in the coming weeks. I beg of you to read beyond the headlines, and analyze what’s being “reported”. Is it a real story? Who benefits from this share? Most importantly…is this really about sexism? Hijacking a cause does nothing to promote the cause, and simply putting the word “sexism” into a story doesn’t make it so.

I never thought I would say this, but I almost miss the Ice Bucket Challenge.