The doc attempts to be balanced, to make sure that all voices are heard, but it wears its bias on its lapel, like, well, a pink ribbon. Brinker comes off as even more of a caricature than she already is. There's no way she can hold a candle to an interview subject such as writer and social critic Barbara Ehrenreich (a breast cancer survivor herself), who is a more compelling, intelligent and informed, not to mention enraged, speaker. Ehrenreich isn't alone in her anger. The women in the Austin, Texas stage IV breast cancer support group, who tell their stories, provide the doc its raw, emotional core.
The revelatory moment in "Pink Ribbons, Inc." occurs near the halfway point, when Ehrenreich talks about how she "resents the efforts to make" breast cancer "pretty and feminine and normal," because it's none of those things. But the softening of the disease, through the use of the pink ribbon (a symbol whose own history is as controversial as insidious commercialization of breast cancer. Other interview subjects, including Dr. Susan Love and activist Barbara A. Brenner echo Ehrenreich's sentiments and provide their own enlightened commentary.