It is good that some entities, like Blizzard, the Company that owns World of Warcraft, considers it important to raise money for relief aid to Japan. For any reason you care to choose, helping others is always good. Though sometimes, a little incentive is needed to get their customers to part with their hard earned cash so that it can be forwarded to the Japan Relief Fund.
Sadly, if a scheme is only half baked, then a full loaf is never returned, and by that I mean, Blizzard, for example, could have gained terrific leverage on the inherent need for many of their gamers to own something worthwhile.
Blizzard are giving a small pet away as a way of saying 'thank you' for making a donation. Sadly, most players have more pets than they can use in any given session, with so many pets given away as incentives, a pet shortage in World of Warcraft is something there is not.
I applaud their desire to help Japan, but I feel they could have raised tons of cash instead of the great dollop they have. And they had the mechanism at their disposal, in plain sight and not being used effectively.
Now the players can fly just about anywhere on almost any mount, the race is on to get bigger, harder to get, more colourful mounts, so gigantic dragons, breathing blue flames, and whose frame is all bones is the most wanted flying mount.
If Blizzard had released a huge colourful very fast flying mount, something unique, and made it account bound, and charged the player something easy to obtain, like twenty Euros or twenty Dollars, then I bet I would have purchased it for my characters. I bet a lot of people would have bought it. Once one player has it, others demand to know how they can get one and do not want to be left out.
Imagine a couple million players each pumping twenty dollars into the system, Blizzard could have made a significant donation to the Japan Relief Fund.