Consumer philanthropy   stance: good   what ever generates more money for charity:
Isn't barely helping better than not helping?
And if I am going to buy an iPod either way, isn't it better to buy a red one that sends even a tiny fraction of the purchase price to fighting AIDS than a green one that goes better with my wardrobe but doesn't raise money for anyone but Apple?
Gestures like those ridiculous Livestrong bracelets are weak, but when it's something you were already going to buy (read: NOT a stupid-looking rubber bracelet), I think that having a philanthropic option is refreshing--even if it's just a LITTLE philanthropic. The previous options weren't at ALL philanthropic.
If it's no worse and it's not the same, odds are it's, well, a little better.