Exactly. I was thinking the same while I was watching it on the news. It's all well and good giving to charity, but I guess some people just like to blow their own trumpet and broadcast it.
There have been well-known celebrities whose donations to charity were not made known until they had died - it's those type I mostly admire.
Because by doing this he's raising the awareness of the charity. Why else do charities try to have a famous face linked? Elton John doesn't get ripped to pieces for doing so much for AIDS awareness does he?