That's when two of the planet's most high profile people came together on a Toronto stage to lament the lack of progress in fighting the disease but to give encouragement that things are getting better.
And both are helping to foot the bill. Or maybe that should be the Bills.
Former U.S. President Bill Clinton and Microsoft founder Bill Gates wowed the 6,000-strong crowd at the Metro Convention Centre's International AIDS Conference by admitting all the so-called 'have' countries should do their part to help the millions in poorer places dying from the disease.
"It's a breathtaking human tragedy," Clinton agrees. He notes those in rich nations can now survive the ailment thanks to an expensive drug cocktail.
But mothers, fathers and most especially babies and children in places like Africa continue to die from the illness on a daily- even hourly - basis.
The problem: a lack of medicine, a lack of help and a lack of education. At least 90 percent of those who have HIV
in developing countries aren't even aware they're infected. That's given the disease a free pass as it spreads from one person to another without anyone being aware it's happening.
But Gates, who donated a substantial amount of his fortune to aid the AIDS cause - some $500 million US over the next five years - believes that's changing.
"Certainly having the treatment program in place that's broadly accessible does start to change the dialogue because then you have healthy people out in the community ideally talking about their status and saying `If you get tested, you can get the drugs,' " he maintains.
Still, Clinton reminds it's not just the disease that's the problem. "Wherever women are devalued and not empowered, you're going to have a core AIDS problem," he believes.
The dynamic duo's appearance, which lasted well over an hour, got off to an uncertain start when demonstrators in the crowd stood up after they were introduced and began loudly protesting the need for more nurses.
Clinton laughed for a moment as they held up their signs, then answered them by agreeing it was a concern.
But he insists there are other equally pressing problems overseas - including the chances an AIDS patient will be stigmatized simply by having the disease.
"We had a former boxing coach who was on his death bed and is in great shape now," he points out. "And we have a rape victim, a young woman going out into the rural areas, telling them they should know their status and she is not ashamed and she will not be a victim. And we have to do that everywhere."
The former U.S. President, who started a foundation of his own, also denies the charges from some critics that giving third world countries the medications they need to fight the ailment is useless because they don't have the sophistication or organization to have their patients take the pills on a regular schedule.
"We have driven a nail in the coffin of those who will want to patronize the poor," he answers with passion in his voice. "They will live if you give them the tools to live. They will do just fine."
The conference, which officially got underway Sunday, is bringing more than 1,000 experts to town to examine solutions to the ongoing AIDS crisis in the world.
They're more than matched by an equal number of victims here from other countries to tell their affecting stories of love and loss.
"There's a lot of expectation and hope for this conference that it may represent a turning point in making progress on the disease," explains organizer Gene Long.
And when the extraordinary and the ordinary mingle, even the most cynical believe there's a chance for progress.
"It's nice to know there are people of that magnitude putting their heart and soul into ending the epidemic," marvels volunteer Kristy Vanderplas.
To see unedited video of Gates and Clinton,
click here.
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