I would like to make two soft replies: (i) the premise of fixed zero-sum charitable giving, regardless of levels of advertisement and active fundraising, is implausible on obvious grounds; (ii) socially redundant market capture is a function of unregulated competition, and holds insofar as that does - while donor preference for otherwise is a nice idea, and individually realisable, the whole movement of consumer ethics, including in domains where it has far more support, has never amounted to much.