Some women are now putting a number next to the color, according to Davison Smith. "I have no idea what the number means. Suggestions have been the age the women lost their virginity or the number of people they have slept with. I am none the wiser."
One provocative New Jersey post declared, "I'm not wearing one."
Another from a young mother from New Hampshire commented: "I was going to make some comment about post baby boobs."
For men, the color scheme was embarrassing.
"I saw lots of colors being posted and had no idea what it was about, so I wrote 'aquamarine' and got several comments before I found out," said one Nevada man. "I may have jeopardized my standing in the men's club."
These online antics may be raising more attention for women's anatomy than for breast cancer research.
"I'd like to learn more about this," said Karen Young, a spokeswoman for the nonprofit breastcancer.org, which educates women who are living with the disease or those recently diagnosed.
"The challenge is you are seeing certain cryptic messages and they are interesting, but I haven't seen it lead anywhere. I am really intrigued and think there is a possibility to bring it to the next level."
Breast cancer strikes 1 in 8 women in the United States. In 2008, an estimated 182,460 new cases of invasive breast cancer are expected to be diagnosed in women in the U.S., along with 67,770 new cases of non-invasive (in situ) breast cancer, according to breastcancer.org.
Though death rates have been decreasing since 1990, about 40,480 women a year succumb to the disease.
The Facebook trend has "done a really good job of creating buzz," according to Young. "But where do they send people?"
"I don't know who is behind it and I would love to know," she said. "That's part of what is intriguing. It appeared suddenly but there is no place to go. Maybe someone will come back for a follow up. Who knows?"
"We rely on donations," said Young. "We'd be thrilled."
But maybe not surprised, according to Justin Hare, a 27-year-old editor for a Philadelphia medical publishing company, who suspects the advocacy groups themselves launched what he called a "clever public relations campaign."
"I think there's a chance with these social networking sites there is an inherent ability not to be taken seriously," he told ABCNews.com. "But I feel like the way this is going, the foundation or whoever came up with this is just keeping up with the times. Generating interest goes a long way to generating awareness."
"Although no fund raising is involved in this campaign, it has been a landmark in viral marketing," according to All About Facebook, the "unofficial Facebook resource."
"The campaign has served as a fast, free and fun way for women to raise awareness about breast cancer and remind other women to get themselves examined," it said today.