MS could've stuck with the articles that were already written about this product, but they went all out and spent a boatload on a Super Bowl ad to show people they aren't just about making money and actually care. Since this product probably isn't financially driven, on top of the money spent to make this as widely known as possible, using the most expensive type of ad, does make it clear MS is trying to say we really do care, and here's proof.
Simply saying "PR" was probably taken the wrong way because it's mostly used in a negative manner, but I get what your saying. MS isn't directly trying to sell XB's with this commercial, and while they could potentially sell some indirectly, that's not the main objective. If they were seriously trying to sell XB's, they would have at least shown some games. That's what surprised me the most. They stuck to their guns and kept the focus on the charity aspect and not the gaming ecosystem itself.
What matters most is how MS follows through with this program. If they discontinue the product in the near future, that would make this all look pretty shady. There's really no reason to assume that's the case though, so there's really no reason to assume this is being done out of greed. I said not to long ago that MS needed to work on their PR, and this ad is a step in the right direction.
Great Post. You elaborated very nicely on what I said.