It looks like an ongoing trends in that market. People started caring about people they interface with so your local (but a global) discount shop needs to jump as high as they can to cater to the compassion weak point. Bad PR is effective and this is how you fight it.

IMHO it's a step in the right direction. Corpos are soulless and people vote with money. Take your $ somewhere else and they'll try to meet the bar.

Amazon's tough love is also well-known at least from what I've read so having an upper hand over them may sway the lazy but compassionate crowd to take a ride to Walmart, not amazon.com.