Online Public Relations Thoughts

"Kraft is using its cream cheese shortage as a marketing opportunity."  So starts a story on the cream cheese out-of-stock in the US.  Kraft, the maker of Philadelphia Cream Cheese, will pay up to 18,000 people as much as $20 to forego making cheesecake during the holidays.  The reimbursement is cumbersome through a special website and a two-day time span for the offer, but it shows that someone at Kraft is thinking about the customer and trying creative ways to offset the lack of the product.  Wouldn't it be wonderful if more companies used similar smart marketing?