While it's an admirable thing to donate, this doesn't really sit right with me.
Help us get to 100k sales in the name of CHARITY... and we'll donate a tiny amount of what we make from that to CHARITY.
Charity shouldn't be used to drive sales...
If they just came out and said "10% of sales from launch week will go to charity!" I'd be fine with that, but this just seems weird. xD