You're making a lot of assumptions there. There's no guarantee that your preferred way would be more successful or that your measurement of success is accurate. As alluded to below, the biggest purpose of the ad isn't to get a lot of people trading in manga, but to get noticed.
For those that are taking shots at them for thinking this is really judgmental: before the revelation that they were donating to charity, what did you think they were going to do with them? Burn the manga?



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