The obsession with doing visible social good comes from a certain part of society, reinforced by academic advisors and admissions criteria as a requirement for advancing into the next academic tier.

Nevermind that by merely participating in a marketplace as a service provider or consumer you're providing a social benefit; that benefit's just not as easy to understand and doesn't get you any vanity points.

But if you're on a mission trip carrying a third world orphan in a microloan-built vaccination tent while on the phone with companies asking for food donations, you're just the most selfless person ever - clearly such charity is just an innate part of who you are.