Why did he have to make his charitable gesture so public?
If he wanted to do something like that just do it privately.
There are plenty of wealthy people who do this sort of thing all the time anomously without any fuss or the look at me look what I have done.
Appears to me he will do anything to make himself look like Mr Wonderful - is he so desperate for the title Sir David Beckham and the miserable looking wife of his Lady Beckham.
That's not the way Brand Beckham works though, is it? You shout it from the rooftops, invite the press and tell the world.
As you say, why has he chosen to do this so openly and why now?