Disappointed and Confused by your intentions

I have been supporting your “Christmas Tree” charity tag for a few weeks now. Whilst I commend the effort, I am very confused by your intentions. I roughly purchase around 10 items off the tree every time I visit the store ie. I have a spend amount put aside for charity. Today I noticed, that all products towards the charity is now branded (not clicks) and largely the most expensive on the category e.g. j&j baby oil, etc. isn’t the point to maximize value and reach we can provide to the needy vs the brand support you are pushing.

I am utterly disappointed by this, has anyone else noticed the same?