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Of course posting this image was "necessary" and "in concert" with the mission of BEING.  This type of "exploitation" as you call it allows us to share in like mind and spirit with those who have experienced great loss, and allows us the opportunity to express comfort to them rather than disdain, as you have done.  If this man did not want to be recognized publicly, he would not have provided his very detailed information (name, etc) to the press, and he would have stayed home to express his grief privately.