How many coders would do that for their CEO?

At its core its a story of 2 cousins control of a company and showing that doing the right thing by employees pays off in the long run. Arthur T who the company tried to get rid of by all accounts did right the employees, when he got let go employees feared new management would end up treating them badly and rebelled.

Tons of free publicity for the chain, which is a smaller one in the Northeast.

Lots of companies (Tech) and non tech speak about ethos and values they espose off but rarely follow up on. I respect those who walk the talk and not just talk the talk. Clearly Arthur T walked his talk and his employee stood up for him. If I ever get to a leadership, I only wish I can do some of the stuff he has done for his employees and customers.