A quick look at the compensation for those at the top of Easy:
The CEO McCall had a total compensation in 2011 of £1.55m. In 2013 her compensation was £6.45m. Her salary was £655k, but her bonus was £1.153m. The remainder paid in shares. She currently holds £4.95m in shares.
The CFO, Chris Kennedy, had a total compensation of £681k in 2011. In 2013 he took £3.7m from the business. His current share holding in Easy is £2.41m
It certainly isn't a charity.