Doing what you believe is the right thing when no one is looking is admirable. Making a press release out of it is the worst kind of self-promotion to publicly display your superior moral purity. The program has been going on since 2018 so it's not exactly fresh news but its expansion is being promoted. Personally, if I were offered a large discount on an item because the seller felt sorry for me due to my skin color I would immediately cancel the order and shout from the rooftops what ignorant assholes they are for treating me with such disdain.