You keep complaining about indulging! What's wrong with indulging in something every once in while?
Utilitarianism is a philosophical framework. It's not for me, but based on your comments you might be into it:
It would be fine if it just made them feel good as people's mental health is an important thing that too many ignore. But, this will suck attention away from people who are actually doing things that will help people. The world has only so much time to pay attention, and that time is valuable. Microsoft is just adding to the noise.
They are bringing homemade cupcakes to a food bank and making the national news.