To be fair, I also thought they were hashtags on saturday when watching the Sunderland game. I didn't react quite as strongly as you have here ( ) but you don't know what you don't know.
Now that we know it's about Mind, a mental health charity, I think it's a fantastic partnership again, for the Football League. Last season it was a link up about prostrate cancer, and this season it's mental health. Maybe next year they'll go for the big taboo and take their lead from Paddy Power.