I think the discomfort comes from a deep, pretty much unconscious understanding we all have about how capitalism, taken to it logical extremes, will always perpetuate inequality to the extreme degree, and how gross inequality donned up in the guise of philanthropy is still gross inequality.

His content is a direct display of our economic system at the limit, at which point it becomes absurd. When you recognize that this is quite literally the system under which the majority of the world's economics are organized it becomes deeply serious and deeply uncomfortable.

There's also the plain psychological elements surrounding the fact that the content takes something that used to be valued for its moral goodness (generosity, charity) and transforms it into something valued strictly for its economic fruitfulness (means for generating capital) but this is capitalism's totalizing effect at work: because money is such a pure abstraction it's possible to monetize anything thereby killing off the more humane and traditional values that used to make certain pursuits meaningful to humans.