NEW YORK (GenomeWeb) – Sitting in the waiting room at Cedars-Sinai's cancer institute in West Hollywood for his first breast check up, Alan Blassberg found it hard to answer some of the questions on the medical history questionnaire. He was a 42-year-old man holding a clipboard full of questions about periods and pregnancies. "Everything was pink," recalled Blassberg. The literature, flowers, paperwork, signs, and nearly the whole waiting room was pink. It was October, breast cancer awareness month, so everyone got pink balloons.