I understand that - but the “Wounded Warriors” are supposed to be about wounded warriors, not their brand. That’s the major difference between a charity and a free market business.
Match does not pretend to be anything other than a for profit entity. WW does.
It’s still a brand. I don’t like that they’re going after other veterans groups, of course, but that is what it’s about, IMO. Any spare change I have goes to the Salvation Army, which I know from experience is a real charity.