The idea of effective altruism is that this is immoral, and that our instinctive behavior of being so indifferent to the sufferings of those we don't feel "close" to should be fought against.
Empathy is crucial for motivating people to give to any cause, and it's a crucial part of why I'm involved in EA. If someone's first/main exposure to EA is along the lines of "you should ignore this cause which touched your heart, because numbers", it's not going to resonate. I want people to be excited about the good they could accomplish by donating to EA-aligned charities, not feel like I'm trying to press some distasteful obligation onto them.
Also, it's not a zero-sum game in practice. People can be inspired to increase the total amount they give (so giving more to effective charities doesn't necessarily mean giving less to other charities they care about).
So yes, he was a shining example of why "effective altruism" is just an excuse to do terrible things / make small improvements in the world.
Believe in something? Donate your time. Donate your money.