When my son was born I was working for a company that did grocery deliveries from really good food shops, despite living way out of the area we'd usually deliver to they put together an order made up of things people knew my wife and I enjoyed, then sent a driver out to bring it to us - I was totally blown away, not least because I knew the value of the order itself was in the hundreds of pounds, plus the additional cost of pulling a driver from deliveries for two hours to drive out to my place and back instead.
That sort of thing sadly only seems to happen at small companies where people really know each other. If the CEO says "we're pulling someone off deliveries to send Jon a gift" then it happens, but beyond a certain scale you end up having to go through an approval chain to do so, and someone higher up that chain takes one look at it and says "no, its more profitable for us not to do that, send him an Amazon voucher instead".
That sort of thing sadly only seems to happen at small companies where people really know each other. If the CEO says "we're pulling someone off deliveries to send Jon a gift" then it happens, but beyond a certain scale you end up having to go through an approval chain to do so, and someone higher up that chain takes one look at it and says "no, its more profitable for us not to do that, send him an Amazon voucher instead".