On Friday, BuzzFeed posted a soft-core porn display of University of Kansas football basketball fans Tweeting pictures of their cleavage “to support their college team.” Apparently #KUboobs, as its called, has been going on for some time, and the trend has spread to other schools. Yet, given my lack of expertise in both college sports and searching for breasts on the Internet, I’m new to the story.

If we forget about the athletic context for a second, the pictures strike me as a non-event (except for all the news sites that get to put the word “boobs” in a headline and see the page hits roll in). I’m never, ever going to tell women to put on more clothing because the patriarchy is already doing plenty of that. And I won’t get into a debate about whether self-objectification is personally empowering: I wouldn’t want to Tweet pictures of my chest to strangers, but, as Eve Sedgwick once said, “people are different from each other.” So, again, whatever.

Feminism, for me, is a deeply personal issue. My views are informed by my own experiences with violence and discrimination, and my own particular way of thinking; sexism is not some abstract idea, but a pernicious force in my life and the lives of the women I love. Similarly, feminist thought has provided me with profound and life-altering private support. Yet, despite the intimacy of feminism, it is inescapably a social movement. However fragmented, feminism is unified by the drive to eradicate misogyny for all. Although personal fulfillment often strengthens the movement, positioning us as badass allies to others and soldiers against the misogyny in our own lives, doing what feels good to me isn’t always good for women at large (this isn’t so surprising given that my desires are shaped by the sexist culture I live in). Choosing to act this way doesn’t change that fact.

Whether women have a responsibility to forgo personal pleasures for the movement’s good is a question I’m still struggling to figure out (though, I’ll admit, I’m leaning toward “yes”). But I definitely don’t think that these pictures are automatically feminist because the women chose to post them and, presumably, enjoyed doing so. In this case, though I absolutely believe that the women of #KUboobs and its rivals are as self-determining as any people can be and had no malicious intent, I think their Twitter campaign promotes rape culture. And that doesn’t sound feminist to me.