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it does, it gives the company a more human approach - it's less of "a thing" and more of something you get behind. (and everyone wants to support a "good guy")

And why would be insulting?
Expressing support is hard to be insulting no matter where it comes from.
of course it can be very hypocritical and that is what it is in most cases, but the expression of support in kind of way shouldn't be insulting to any one no matter what little effort you made.

think of it like donating on cent penny or what ever, to a beggar, if everyone who that person would come across in the subway(or where ever) would do that he would get out of there with "good" money.

same goes for supportive acts of every other kind.

Don't be the product, buy the product!