Like any business, Kiwibank has a right to advertise and use whatever medium it chooses. The bank in this case may well have had the purest of intentions, but there's a sense of discomfort if we sense corporate drive masquerading as altruism.
It's a sign of the treacherous waters we swim in the social media age.
And it's as much an issue for individuals as it is for big business.
Many will remember the "ice bucket challenge" that saw people upload to Facebook a video of a bucket of ice poured on them. Does anyone remember why?
It was for motor neuron: a wretched, debilitating disease that attacks the nervous system and kills, usually within a few years.
Such serious issues can be reduced to gimmick; a chance to show how caring one is, rather than to actually care.
As we report today, there is a growing backlash. Conscious expressions of moral values are attacked as "virtue signalling" or, more recently, "woke". Both terms are intended to slight.
The rapid change in how we now live our lives in our own public showreel makes this a very contemporary problem. But as with most of those, there's a very old-fashioned solution: practise what you preach.