A few companies do that.
Blizzard had a kid dying of cancer go in and make his own NPC. For those that have played the game he's in the Tauren starter area, the one looking for his dog.
It's great when a company does that but it isn't just goodwill that they do it for, it nets them a LOT of good publicity.
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I know it's partly for publicity, but that doesn't take away from the sentiment behind it. Sure, it makes them look good, but I like to believe companies have better motives than that. And I figured it was a nice, heart warming act in the midst of all the arguing and complaining that occurs, so I thought I'd share it.
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Like I said, it is fantastic when a company does that and i'd also like to believe they do it for more than good publicity.