That's right. It's a PR move.
I don't understand how this is anything but beneficial to everyone.

Customers win, Leader wins, cancer research he's donating to wins, and it brings publicity to all- which is exposure. When there is exposure, it may bring even more people into it. That's the idea of good PR.

Since our tax system encourages this, it's good for everyone involved and has the potential to do more lasting good than just directly donating money, which he may well have already. Who knows?

It opens the door to lasting impact beyond this one product. It's something the owner believes in personally, obviously.
Some jaded people here...

Besides all that backstory, I think it's a cool looking bike.
The curved tt is different and looks cool. Good looking frame.