It maybe the skillful mean for Venerable Haemin to spread the Dharma.
Anyway, as we do not know his motivation, and what are results he gained at the end of it, it is best we do not criticize him.
In this degenerated age, although it may not be what the normal people will do to action himself for the charity, if he manage to create some connections for the wealthy people to BuddhaDharma, it is still good for me.