I'm all for doing a good deed, but should it turn into a photo op? Can you really call shopping - even if the proceeds benefit someone else - a good deed when you're getting something tangible - like a shiny red iPod - for yourself?
I'm suddenly thinking of the first four verses of Matthew 6, part of Jesus' Sermon on the Mount:
I don't necessarily expect Oprah to be aware of this statement by Jesus, but Bono should be since he claims to be a Christian. Bono should know that Jesus isn't saying, "If you're a big rock star, feel free to use your influence,say my name a few times, and talk about how a 'real' follower of Me would take care of the poor. Do it on the red carpet whenever possible!"
Beware of practicing your righteousness before other people in order to be seen by them, for then you will have no reward from your Father who is in heaven. Thus, when you give to the needy, sound no trumpet before you, as the hypocrites do in the synagogues and in the streets, that they may be praised by others. Truly, I say to you, they have received their reward. But when you give to the needy, do not let your left hand know what your right hand is doing, so that your giving may be in secret. And your Father who sees in secret will reward you.
Notice this paragraph from the article (underlining is mine):
Some of the media questioned the motives of the celebrities involved — was it more about drawing attention to themselves or the cause? Or is it “cause marketing” at its best, when companies align with charitable campaigns to boost their image? In the end, it’s doesn’t matter. And the brilliance of (RED) is the goods are cool.
Actually - in the end - it does matter. It matters what you do, and it matters what your motives are. Whatever reward Bono may have been seeking, he's already found it.