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Yep - we did a Zappos tour last week and judging from their culture they would view this as a great marketing expense in addition to "the right thing to do".

Also it's not fair to judge it by major media exposure because:

1. The people who got those deals will generate word of mouth

2. If they hadn't honored it it would have generated negative word of mouth

Gotta factor those two in.

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Yes, but word of mouth is incredibly hard to measure. (twitter and social media helps a bit in this regard) What you can measure is broad media exposure, so this is what you look at as a measure.

The most important figures that one needs for management are unknown or unknowable,... but successful management must nevertheless take account of them. (W. Edwards Deming quoting Lloyd Nelson)

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