Who's Doing The Giving Back?

I'm an American Idol fan. I'm in front of the tube every Tuesday and Wednesday night once the competition gets underway (I am tired of the full month of auditions and watch very little until Hollywood week).
Last night was the 2nd annual Idol Gives Back, a fund-raising effort for a variety of worthy causes. I applaud fund-raisers in general and know there is no shortage of worthy causes. I do, however, have a bone to pick over this: who exactly is doing the giving?
The answer is apparently everybody but the people behind American Idol. If you read the mission statement of the Idol Gives Back Foundation, you'll read in their "How We Do It" section that "Idol Gives Back Foundation harnesses American Idol's ability to capture America's hearts and the power of entertainment to benefit some of the poorest and most vulnerable people in the world." In other words, they put on a show and get other people to give. They don't do most of the actual giving.
Even when they talk about proceeds from downloading the performances on the show, Ryan Secrest was sure to say "net proceeds." Translation: Everybody gets paid first: the recording artists who performed, iTunes, the TV network, etc.
Again, I know the producers are giving the profits from these downloads (if any). But I'm willing to lay odds that the extra money they make from the increased advertising revenue on the show more than makes up for the amount they give up. Meanwhile, it's we, the viewers, who are giving altruistically.
Maybe I'm quibbling, but I have a problem with the way media entities quantify the value of their entertainment charity. Clear Channel Entertainment, the largest radio conglomerate in the country, brags about how much they've given in charity. On closer inspection, though, one part of that "giving" is the amount of time they make available for public service announcements on their airwaves- no money changes hands. The other big part of their "giving" is the fundraisers their stations organized. Admirable? Certainly. But again, those are direct donations from you and me. But did they give any actual money themselves? They don't make that very clear.
If a corporation is giving back, let them tell us how much they're kicking in themselves. If it's the user of their product that's doing the bulk of the donating to the corporation's cause, the corporation shouldn't take all the credit for it.
For clarity's sake, let's call last night's show "Idol Viewers Give Back."