I don't think it is correct to call it a stunt when its been going and growing for 11 years. You might as well call the scanlin foundation a politically motivated stunt... which I'm sure you would not.1) To some extent it is virtue signalling. Without the signalling the benefits don't come.
2) This is a contemporary political stunt facilitated on the back of Peter Scanlon's chip stack. If we didn't need his money to survive, I very much doubt this stuff would exist. He had some leverage and he used it. North were never engaged in any of this stuff prior to 2007.