Also as was said ^ could it be that he thinks it might be a way to a knighthood?
First of all its buttons to him......so its no big loss.....I bet he gets paid that for standing in his jocks modeling !
I definitely think the Beckhams are aiming to elevate to more titled status as suggested. They were already at the Royal Wedding, Becks and Will seem to very chummy in their roles promoting the olympics. Can Sir David and Lady Victoria be far off !!
I am sure he will have been tutored very well in what charitable acts get him that step closer to the goal.