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I think it's fucking cynical and pretty low to be honest, even for ad-men.
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I feel the same way about a lot of these donation schemes which ask you to do something which seems unrelated to giving money. If they have the money to give, why not give it anyway?
That said, I would seriously do this if I'd ever played a Halo game on the circlebox. I don't own either, sadly. Hardly seems worth a rental when there are bound to be plenty of players and I could just make a donation of whatever I can afford anyway.
How ya doing, buddy?