Fake Concern for Hitchens

I've given Christopher Hitchens a tough time in the past.  A well-deserved tough time, I might add.  But now he has cancer and I can't/won't bring myself to give a guy with cancer a tough time.  Ok, maybe a little.  But I'll keep it to a minimum.  Anyway, apparently some Christians decided to make last Monday "Everybody Pray for Hitchens Day".  For his part, Hitchens will not participate.  Say what you will about Hitchens (and I certainly am not afraid to), but if I were Hitchens I think I would be offended at this idea.  How can this be justified as more than ad hoc concern?   If people truly care about Mr. Hitchens won't they pray for him on days other than September 20, 2010?  To me this just wreaks of a publicity stunt at the expense of a man dying of esophageal cancer.  Declaring a public day of prayer for an arch-enemy of your faith is uncomfortably reminiscent of the Pharisees who made sure their piousness was seen publicly only to be classified hypocrites and snakes when Jesus confronted them.  Undoubtedly there are some who are sincere in their prayers for Hitchens...I just don't see why they feel this is the best way to show that concern.