I think Josh’s point and the reason it’s worth mentioning all this is that we have an opportunity to speak an alternative to the multi million dollar campaign. We have a chance to say hey! don’t buy that shirt and wipe away your guilt, do something more.
We have a chance to point out the scheme behind the campaign and how it’s not really helping

The real issue is what happens in two years (or less) when being “socially aware” isn’t trendy? Are these companies helping to create a sustainable base for a greater social consciousness about what is happening in the rest of the world?

And how disconnected (and selfish) are we as a culture that we see helping others only in terms of our own capital gain?

I’ll start the whole Capitalism debate up again with a quote from Richard Moore’s “Escaping The Matrix”:

“Capitalism is basically the belief that those who have the most spare money — the most capital — should decide how our societies develop [and how other societies are aided]. This is a political belief, a belief about who should make the important societal decisions. It is an entirely undemocratic belief; in fact it is a belief in the virtue of plutocracy — rule by the wealthy.”

The idea that a few, rich countries/corporations should own most all of the wealth (and in turn be allowed to decide how that is distributed) in the world is ridiculous and unacceptable.