Google+ is still in its infancy, and yet it's already run into controversy over the way women are treated in the community. After a female user complained about the "Booberday" meme, which involves posting photos of women's cleavage under the guise of fighting breast cancer, she was told to stop being such a humorless bitch, then called a hypocrite for having modeling shots on her profile.
It seems Booberday was created to compete with the "Caturday" practice of posting cat pictures. Then at some point it was suggested that the posting of headless cleavage photos and gifs should be tied to breast cancer awareness. As we've learned from previous social networking memes, mentioning breast cancer means you can post all the silly and smutty content you want and pretend you're just a sensitive guy who's concerned about ladies' health.