This article was incredible and I am impressed with Bush's desire to help out in any way that she can. What I wonder is why we seem to only want to do something if it benefits someone else. I have several burlap and cotton bags at home right now and I never remember to take them with me to do any shopping at the grocery. In terms of assisting by using less, it shouldn't have to be so hard. If that were the sole reason for the bags, I wouldn't see a reason since we have so many already. This efforts adds the fundraising aspect to it.
Even after purchasing the bag, my bigger concern would be how many people would actually use the bag for its intended purpose. That would be the true test for the concept.