'First, I chose the word "objectively" in the sense that win/wins are still possible in consumeristic markets.'
Well, I think most economists will tell you that almost every non-forced transaction in a consumeristic market is a win-win. Otherwise, it wouldn't happen! You have $x, but you want to have whatever I'm selling more than you want to have those $x, therefore we make the trade. I, alternatively, prefer the money. If there's no win-win here, then the transaction wouldn't happen in the first place.
"This statements is "we are a business. we have knowledge that some of our customers have a greater need than others. we are making a decision to help those people with greater need". Their statement is no more prescriptive than that. But damn if it doesn't make me question every other wildly profitable business, including the corp I work for."
That's sincerely very nice of them. It really is. They're giving up some of their own hard-earned money in order to give to others, and I applaud them for it.
However, don't give up on all corporations just yet. Corporations are in a very different position, at least large, public ones, because they're not wholly owned by a few people who can decide to give some of their money to charity. They're owned by huge numbers of shareholders. (A lot of which are members of the public, investing through pensions funds and the like).
Who exactly should be making the decision to e.g. donate money to charity, instead of making more money? The individual shareholders are completely free to do this with their own money, and many do - but why should the company itself do it? If I were a shareholder, I'd want the company to mostly maximize profit, then decide in private how I'd like to donate to charity. For many reasons, not least of which is that I'd probably donate to GiveWell or something similar, rather than to a few random people who happen to like CAH.
Anyway, I really can't say it better than Milton Friedman, so if you're interested, I suggest you read his words on the subjcet: https://www.colorado.edu/studentgroups/libertarians/issues/f...