Do you think they did it for the PR?
Of course not.
I heard from a dozen people last night, all pointing me to: I Heart Zappos.
A woman had a touching and memorable experience with Zappos and wrote about it. It's really clear that there was no PR intent at all, it was just one human reaching out to another.
And that's my point. What would the people in your organization do? Are there so many rules and procedures it would never happen? So much suspicion and oversight it never could happen?