Why it's not OK to cash in on tragedies.

In many Western cultures we judge someone on their actions and determin how harshly by their motive.  Big business aligning themselves with a tragedy happens frequently with relaxed casual connections through social media.  Woolworths in Australia aligned themselves with the ANZACs Story here
On the face of it,  it does seem to have good intentions,  but we need to stop and think.  What is there motive? Simple. Traffic,  clicks,  brand awareness/alignment and of course profit.  There is not one business out there that does good just because.  If they did,  we would not hear about it, and if they did,  it wouldn't be the business but the people in it doing it individually.  I don't care how amazing their marketing department is...  Any tragedy that no one asked their opinion on,  yet gives it anyway is all about money....  Shame...  For Shame.