I’m not sure that most of the religious see themselves as ‘milking’ those who are close to the end. Broadly speaking, what appears to us (non-believers) as plainly visible is simply thought of as a service to those within that community. There are a few conceptual leaps to make getting to your point, some of which are a) these people are somewhat feeble mentally and b) that the campaign is targeting a vulnerable population. I would say that a reaction like that is no more than reflexive