Reply To: Yahrzeit of Rabbi Yishaya’le of Kerestier

He’s the new marketing symbol of whatever tzedaka is raising funds that week. Until the next yahrtzeit, of course, then he is old news relegated to the backburner while the rebbe whose yahrtzeit that week is suddenly the hot marketing item. I know this is crass, but, there is no other way to explain the use of a rebbes image, memory and tzidkus as a marketing symbol.