cough up the cash

I'm sorry, but is Macy's trying to align itself with the new (Red) campaign, launched earlier this month by Bono?

Reading the Post this morning, I can't help but think so. I believe that Macy's may have run this kind of sale in the past, but the timing and the prominence of RED - text and color - in the department store's advertising seems horribly opportunistic.

If so, is this an additional sign of success for the campaign (imitation is the sincerest form of flattery) or is it just that Macy's is trying to benefit from a successful cause related marketing campaign without coughing up any cash for the cause?