Here is a citation from the article:
"For consumers long used to (and annoyed by) distant, inflexible and self-serving corporations, any acts of kindness by brands will be gratefully received. For brands, increasingly open communications both with and between consumers (especially online), means that it's never been easier to surprise and delight audiences with R.A.K.: whether sending gifts, responding to publicly expressed moods or just showing that they care*."
Through the article they give many examples of firms that "deliver happiness" to their costumers - after reading the last week article - I can add at least one more example to the article list :)
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