Trying to make an unsympathetic team sympathetic, just another gimmick for attention, a made up rallying cry, all of the above. Take your pick. For something like 9/11 that only happened a month earlier I can kind of understand the Yankees doing something for it but in they end they just used it as an excuse to cram in God Bless America to mess with the other team's pitching by making a ridiculously long 7th inning stretch. Now everybody does it because of them. If they all donated their playoff shares to buy people fake legs or rehab or therapy or whatever I could understand it but there's a 0% chance of that.