It was a passive add on that made it good.
It's like SWA's RR shopping. I go through a web portal and get points for my purchases that qualify. I do that every time I purchase from Petsmart for our cat. In this case it benefits me. In the case of the Smile program it benefited the charity of your choice so long as it was available.
I just looked up my charity's wish list. If I purchased cat food for instance they have one listed for $
27.68 and 5% of that is $1.38. Sure it's not much but it's just added on and I'm just one person. And it's supplies that they need and I know they need because they've created a list for it that is so easy for people to shop on. A bonus is they are sent directly to their shelter which allows people from all over to purchase not just someone locally. They'll still have the
Amazon wish list but now they won't get that extra
5% just for having someone purchase through a web portal.
I can donate more money to them but that doesn't mean that they won't still need supplies as well. And if you ask them sometimes the supplies are more important in a particular moment (food and cleaning supplies/litter being very important).
No need to be so cynical about this.