A charitable act led to a new source of revenue for the company. If the only skills Rick brought to his work as a social activist were management know-how and an understanding of the difference between gross revenues and profit, he would still be a rare and valuable contributor. But Rick brings much more than that. He brings his peculiar sensibility as an entrepreneur. That's his special power, and his gift.
Every genuine entrepreneur is that way.
It's the source of all their strength. Some just misapply it, that's all. They could learn from Rick.