I would happily sell anyone a picture or scan of my face for $5. But I would even more happily have that chance go to someone who needs it more than myself.
This article also mentions that the contractor may have lied to or misled the homeless, which is deplorable. But the behavior described by the title itself is nothing objectionable. The fact that many will object is a phenomenon I've seen called "Copenhagen Ethics": https://blog.jaibot.com/the-copenhagen-interpretation-of-eth...