Nonsense, it's a commercial business decision promoting those involved (as is everything else that successful commerce does, charitable projects excluded). Why don't you suggest that Central just closes down the entire business, sells everything and gives all the cash to the homeless, that would make just as much 'sense'. Do businesses in your own country give their marketing budgets to the poorer members of society and the homeless, and, if they don't, have you contacted them to suggest that they should?