love this ..
It also shows an excellent way for a product to align itself with a cause .. one of the best examples of social media marketing I have seen i.e. products are not viral. A cause/ethos/belief is .. if you can align your product to a cause or a higher goal which benefits society as a whole, thats a winner for all. Its going to be the new way of doing business and advertising as I see it
Grashopper site link