They just don't care and love to have fun, and I love them for it.
My roommate, out of undying love for them, sent their team a case of Brooklyn lager just because. They responded with a full video of someone dressed as a shark as a thank you, and he just got an awesome Grooveshark t-shirt in the mail yesterday. This is how you build cult followers.
http://help.grooveshark.com/a-special-grooveshark-thanks-to-...