This is the most traffic their twitter account will get in forever, that girl is getting a raise.
But it's human nature to feel obligated when someone—even a company—does something for you. That can make the people on the receiving end of social-media marketing feel snared in corporate traps. The fire victim was probably appreciative, but will he later feel indebted to a frozen-meat company? Likewise, Evan Wilt and Haley Byrd's union is now forever bound to a chocolate bar.
It's a corporation making the joke.