The way they're doing this makes perfect sense to me.
1) Clearly not a marketing plan because it was only advertised to people who already follow news related to the game.
2) This way allows us to keep our money going to the places we intend it. I want my subscription money going to the game's development and Turbine/WB's employees. I don't want the company suddenly redirecting my money to a charity that they choose, because I have my own priorities when it comes to giving, and, as plenty here have noted, it's wise to investigate a charity before you give.
Also, Sapience's letting others choose his games makes this method much more hilarious.
[charsig=http://lotrosigs.level3.turbine.com/082070000000637c1/01008/signature.png]undefined[/charsig]
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Arkenstone, a [URL="http://www.facebook.com/pages/Prized-Pie/53472421428"][COLOR="Yellow"][Prized Pie][/COLOR][/URL] among cakes.[/B]