Cashing In on a Pandemic - Smart Advertising or The Worst of Capitalism?

In the latest sign that we exist in a boring dystopian future, mega-wealthy corporations (in this case owned by one of the world's richest families) have begun paying homage to the working class of America.  In a faux-emotional tribute to its employees in Mono, Minneapolis (in a state with only 343 cases of COVID-19 confirmed at time of writing this post) Sam's club extolled the virtues of America's heroes proudly restocking the shelves and manning cash registers.

While the ad strikes a certain emotional chord, and America's supply-chain workers certainly do deserve praise for their steadfastness in such a time of peril, the ads to me seem to ring hollow given the source of the ads.  While Sam's Club is a step above Walmart in terms of its use of corporate welfare and reliance on grossly underpaid employees, the Walton family are generational exploiters of the very same people they praise with pious platitudes.

Further, one must ask what is the point of such an ad?  Is it sincerely to appreciate the workers as they would have us believe, or is it simply a way for Sam's Club to virtue signal?  I think the workers, even those in Mono, Minneapolis, would have appreciated a raise or increased benefits more than being featured in a piece of corporate propaganda.

That said, I am sensitive to the fact that I'm the most cynical person I'm ever likely to meet, so may be way off base.  What do you think?  Are these sorts of ads good business or wasteful pious platitudes?

Link to ad and coverage below:

https://adage.com/article/cmo-strategy/sams-club-honors-retail-heroes-rare-primetime-ad-brand-wednesday-night/2246526