I doubt that it's altruism. Business entities don't have emotions. It's probably a mixture of things that makes it a good idea: the free publicity (which includes a chance to differentiate themselves from other "outdoor stores," by highlighting the get-outdoors message), perhaps an attempt to lower some type of cost (error rates, out-of-stock, later returns, or whatever) that results from sales compression, and possibly part of a larger employee-engagement process (better working conditions, etc.) that will ultimately improve sales and profits.

But whatever the motive, hurray for REI putting their money where their mouth is!