Good Morning America Anchor Amy Robach underwent a mammogram live on the air back in October.
It was basically another stunt to drive and help bring ratings.
But, in this case the stunt might have helped save her life.
After her live mammogram, Robach found out she had breast cancer. Now the GMA Anchor is set to have a double mastectomy on Thursday.
"The doctors told me bluntly: “That mammogram just saved your life,”" Robach says.
Some could argue that she could have done all this in the privacy of her own Doctor's office.
But, this is a business driven by ratings and in this case the stunt might just have been worth it.
Of course, since we are in the important November ratings, expect more coverage of Robach's surgery and recovery in the coming weeks.
Here's Robach's blog post about her ordeal so far.