In 2009 in Aquila (Italian word for eagle) of similar magnitude, 6.2, left a similar amount dead, and a similar amount displaced. Aquila is famous for Francis of Assisi. Seven years later, most of this people are still living in a tent. Advertising is the way that they get people to buy cars, groceries, and just about everything else you see in a typical shopping cart. If they are promoting pasta for Amatrice to get more people to donate, it's just like any other fund raiser or petition. "Donate to the Red Cross for earthquake victims in Italy" is not going to move anybody to donate. But the street scenes I'm hearing about, where restaurants are giving out meals from the street, will increase awareness and donations. Of course there will always be a scammer. But donate to the Red Cross doesn't move anybody. At least a thousand restaurants across Italy and the USA who have set up shop to serve pasta all'amitriciana will. I'm negotiating with Olive Garden, a restaurant chain in the USA where I would never set foot, to set up a special pasta amatriciana menu right now. I think my chances are about 10% based in how corporate it is, but Im trying.