A Prostate Exam? Really?!?

I randomly came across this story on Sports Illustrated tonight about a man who is planning on undergoing a prostate exam at a minor league baseball game to raise prostate cancer awareness.  This story is so off-base it irritates me.  First off, the man is 45 years old.  The recommended age to begin screening for prostate cancer in a white male at average risk is 50.  This point is minor.  The major flaw in this "promotion" is that the American Urological Association, the American College of Physicians, the American Academy of Family Physicians, and the various cancer societies recommend against prostate exam for screening for prostate cancer.  Instead, they recommend checking the prostate-specific antigen lab test (PSA) if screening is going to be performed or to not screen at all.  These types of "promotions" do nothing but confuse people and probably push agendas.