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Are you connecting to MJ's kids are going "back" to school, or to the commenter named "Back" maybe being MJ? I wonder if MJ has invested into this company because he loves what they do, donating to hospitals, etc., sharing love. It's only started in 2009 right when this hoax was getting going, so maybe he's connected. On the site when you click on Community, I'm amazed they make any money since they donate so incredibly much! I wonder if they're really a company and not just a front for this hoax. Then there's the "Off the Wall" and "Smile"!