I recall a Mother Teresa poem, part of which read "If you are kind, people may accuse you of selfish, ulterior motives. Be kind anyway."
I think we often focus far too much on the obvious PR benefits when large companies do charitable and nice things like this in an effort to discredit them and maintain the "evil and greedy" label applied to every company that exceeds a size deemed reasonable by others.
The truth, of course, is that this is indeed great for PR, but all companies are composed of a great many nice people who would relish the opportunity to make a sick kid's dreams come true. This is something that we should respond openly to as opposed to defensively. We ought to encourage such things rather than letting the greater social media world know just how brilliantly cynical we are. I'm glad to see these forums are more accepting of such things than one often sees on the Facebook newsfeed.
It's mutually beneficial; a win win. I never get tired of seeing it :)
On a side note, I have to say the Internet, and especially social media, has been a godsend for the awareness of more obscure illnesses. I feel like I come across a new ailment I'd not heard of nearly every month, and foundations have benefited enormously from them.
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