Joss Whedon — celebrated writer, producer and director of such hits as “Firefly,” “Buffy the Vampire Slayer” and “The Avengers” — is helping Planned Parenthood raise money by donating “an extra $50 (up to $100,000 total)” for every new monthly donor they sign up in the month of December:

Planned Parenthood calls this, “Shiny,” which is a quote from Whedon’s “Firefly” TV series and means “cool.”

So, since we’re quoting “Firefly” characters, we’re reminded of this exchange between Captain Malcolm Reynolds, played by Nathan Fillion, and the assassin sent to kill Reynolds and his crew:

The Operative: There are a lot of innocent people being killed in the air right now.
Capt. Malcolm Reynolds: You have no idea how true that is.

A lot of innocent people being killed on the ground right now, too.