Intel taking on OLPC?

Wired News - AP News
Something about this strikes me as kind of sad. I've viewed the OLPC organization as a benevolent organization trying to equalize access to education via technology. Now here comes Intel with a similar product, charging more, and is obviously after a profit. For shame Intel! It's not enough that you're already the number one chip maker in the world, but now you have to scam poor underdeveloped countries into buying your more expensive product? OLPC is a non-profit, not a competitor. In a world where even Bill Gates has turned philanthropist, can't Intel see that this move makes them look like heartless schmucks?