Where is the fine line between integrity & doling out free doughnuts. What is the REAL message in this story?

I live in the town where this happened and it is BIG news here. The REAL story is that corporations have become so profit-driven and so removed from their customers that they've forgotten that their customers are human beings. They've also forgotten that an act of kindness can reap rewards you can't get from multi-million dollar advertising campaigns.