How do you not understand? I hate to break it to you, but ESPN is owned by Disney, and Disney is a corporation. Corporations have the sole interest of making money. A company's survival is based upon how well it trades on the stock market, and how well it trades on the stock market is based on EARNINGS and PUBLIC PERCEPTION. Now, first of all, ESPN wouldn't be airing this segment if it wasn't commercially viable. Little kids + tragedy = big ratings. Big ratings = big ad revenues = EARNINGS. Secondly, the segment helps to create the image of ESPN as a benevolent institution. By filming the segment, ESPN improves the PUBLIC PERCEPTION of their company, which will in turn, either increase their stock price, or attract more viewers. Now, the athlete, by appearing on this segment, automatically helps his chances at receiving top-money endorsements, and possibly increasing memorabilia sales, etc... This is how capitalism works. And that's not to say that the whole effort doesn't have any positive side-effects. I'm sure it does help promote the foundation, and of course it is a great thing for these kids. I am in NO WAY belittling the actual act of what is going on here. However, if it wasn't a commercially viable segment, it wouldn't be put on the air.