Aww, cute!

Of course, (a big part of) the reason they do it is because they get publicity like this thread, that article and a youtube video titled "Why LEGO is the best company in the world" watched by 1.5 million people. I'm sure a good heart or two played a role in making it happen, but I wouldn't be too quick praise LEGO the company for being good-hearted and caring as such - I'd rather praise them for having good business sense. But then, the fact that good customer service tends to be good business sense in the first place is pretty great, and so are the businesses that get that. Yay!