Who is the “they” in “They would have bigger impact”, by what criteria, and why does this “they” have any relevance to the effectiveness whatsoever? Seriously.

Who is the “they” in “They would have bigger impact”, by what criteria, and why does this “they” have any relevance to the effectiveness whatsoever? Seriously. Amazon is literally just writing a check, or just as likely, putting store credit in an account. Where do they figure in to donating at all beyond a middle man? Seriously, how does Amazon differ than GoFundMe in this context? And as a follow up, if this is such a good move for “effectiveness” why shouldn’t GoFundMe do they same thing?