In their defence they don't say it's the 100th Bloomsday. The phrase "Bloomsday 100" can be read to mean that it's the 100th anniversary of the first Bloomsday. Would need to be a pretty sympathetic reading tho:)
I think its actually pretty standard to celebrate the anniversary of a day. (Especially a day like Bloomsday which is conjured into existence 20+ years after the fact.)
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