This is the rarest MAD Magazine pinback button in existence. Produced in 1970 for Signet Books, this pinback button was made to promote the book, "The MAD Morality". Measuring approx. 1 1/2" in diameter, the pin features Alfred E. Neuman in the center, along with the words, "What, Me Moral?" Initially, these pins were made in a small, limited edition number, and when Bill Gaines, the publisher of MAD Magazine, found out about them, he ordered the remaining undistributed pinbacks destroyed, thereby making an already scarce pinback button even scarcer.