Charity Is Selfish

some professors have just released a new study that suggests that charity is actually selfish.

http://www.economist.com/science/displaystory.cfm?story_id=9581656
the more i think about it, the more i think that makes sense. after all, isn't that what "activism lite" is all about? i mean, sure, the fact that it's so easy to help others these days definitely helps and plays a big role in making this trend bigger by the day, but if it wasn't for the badge value that some of these products give us, i wonder how popular altruism would be these days.