We all have our different ways of achieving an outcome.
With regard to the Dick Smith Foods Foundation, from a marketing point of view, I'll warrant that it's more effective at inducing Joe Public
to direct his dollar toward altruism than convincing him that the Museum of Contemporary Art needs more money.
Have a look at the list of Australian charities that have directly benefitted from the Foundation.
The money is being directed there at the expense of multinationals' profits and the burgeoning 'middleman' industry.
Personally, the RFDS is my favoured charity and I don't care who knows it.
BUT... if it comes to a choice between spending my money on a Dick Smith Foods product and one from, for example, Simplot, then...
Look at the big picture, please.