Recognition? It's not like this whole Jolla discount didn't give them any media attention. In fact, because the community spreads the word we are talking about it right now. Snapdeal helping 'the new guy' out actually does help them get media attention which in turn is good for their profits and it also provides them with a positive 'face' as the community (and soon-to-be members of the community) likes what Snapdeal's doing.