I can't see the point in the whole stunt tbh either.
Bad taste to shred money whilst people are struggling so much.
Yes it gets people talking, but it will be short lived and forgotten about soon enough. And plenty of people will be upset by the waste of so much money.
Donating the money would be more beneficial to the people JL claims to support but it wouldn't have had the same publicity for JL.
David Beckham was never going to respond in the way JL wanted him too. I am sure Joe Lycett knew that he was never going to respond.
Also, DB isn't the only person benefited from the World Cup being in Qatar, nor the only person spending/giving their money to Qatar due to the football. FIFA, every player, every celebrity involved, every TV and radio station covering the world cup, anyone who flies over there to watch, anyone watching the matches from afar via TV/listening via radio, anyone buying any of the merchandise, etc.
Anyone watching is in some small way supporting the World Cup and its decision to be played over in Qatar.
I suspect it is nothing more than a stunt and wasn't real money anyway - let's hope so.