You fail to see the big picture, for example the free advertising from the media reporting this story. The word of mouth in the internet age is very powerful too, Facebook, tweeter, texting etc. The increase in volume also helps to keep their product fresh.
Bravo for them!
I really hope that people will appreciate their goodwill and not take them for granted or expect even more. After all, they are a business and need to make a living and profit to sustain staying on business!