Mr. Smug-in-Chief weighs in.

Rather weakly, I think.

Sure, awareness is just the first step. But KONY 2012, whatever its problems—and despite the public, videoed breakdown of its main man Jason Russell—did something every cause-focused non-profit in the world has been trying to do: make people care and donate about something complex and sad, in the interests of making the world a better place.

Whatever Invisible Children’s failings, the video was and is still the most popular cause video in history, and resulted in an explosion of interest and giving.

Video: