Hotspot fee goes to charity -- future trend?

LONDON, UK -- Wi-Fi just keeps getting freer and freer, as providers cast about for business models that will enable the provision of wireless access to somehow generate income. The newest model: 100% of the fee for access goes to charity. Will this catch on?

I told you April 9 about what I think is the "best cybercafe in London": the new Whole Foods Market on Kensington High Street in London. On my way to a two-month "digital nomad" trip to Greece, I stopped there and enjoyed their free Wi-Fi connection and infinite supply of amazing food. But on my way back, I visited again only to discover that they're now charging 2 pounds per day (almost $4).

Here's the twist: All proceeds for the Wi-Fi fee are given to the One Laptop Per Child project.

I think this is a great idea. Everybody benefits.

Companies like Whole Foods like to demonstrate to shareholders and others that they're contributing to good causes. They also like to offer Wi-Fi to customers to keep them around and buying food. By offering Wi-Fi in exchange for a charitable donation, they attract customers, give the customers warm-and-fuzzy feelings about both giving to charity and also about Whole Foods (because the grocery chain isn't keeping the money), jack up their portfolio of community relations and also support a good cause.

Will this become a trend? Should it?