Yep. Colour something pink, add a statement about raising awareness, promise to donate a portion of 'profits' and Voila! your company has done all it needs to do to give itself a licence to do some very virtuous advertising. I know that some businesses donate substantial amounts of money, but I seriously doubt any statements about altruism.
Some of this stuff makes my eyes cross, but I don't buy their product anyway. Pink buns and sexy lingerie are both no gos for me these days and I won't purchase anything else that I suspect is taking advantage of my disease.