If you can't generate positive user perception, at least you can buy it. I'm glad this is happening, but it's hard to see it as a fulfillment of the company's mission rather than a cheap ploy to get some positive media attention.
If you want to read a fascinating paper on how MoW used to do vehicle routing, without a computer but still in a pretty efficient way [that will blow your mind and can also be used to shoot lasers at ICBMs], read this:<p><a href="http://www2.isye.gatech.edu/~jjb/research/mow/mow.pdf" rel="nofollow">http://www2.isye.gatech.edu/~jjb/research/mow/mow.pdf</a>