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It really isn't about making the rich care. Those protestors aren't talking to Wall Street. They're talking to Washington.
Politicians also probably don't care either (at least the ones who are powerful and successful enough politicians to be in a position to do anything) about the suffering or unhappiness of the protestors. But, if enough noise is made. If enough people stand up and shout. If a critical mass of discontent is reached, then politicians start looking at their majorities and asking questions about their next campaign.
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