> Quite a few on one side seem to want to "help others" so they can demonstrate publicly how awesome and righteous they are

Being awesome because you help those in need? How horrible!

> more interested in the appearance of helping than in the substance of helping

This is a common and tired talking point: "virtue signalling". It often comes from people who are less helpful than others, and resent how more helpful people receive accolades. Their own personal judgement about whether something actually helps isn't authoritative, and is usually motivated reasoning anyways.