[Vektorweg]

It depends to what degree a person or company acted positively on its/their own. Amazon would have never done it, if it wasn't for the immense pressure. So, it is not worth much praise.

[Applejinx]

I am, however, prepared to order something through them in hopes of making them instinctually associate this type of behavior with reward.

[marnett]

You can't apply pavlovian psychology to corporations. Only unless it involves stock tickers and executive bonuses.