Interesting you point out the PR impact of the initiative as well as the impact of the benefits itself.

Here's my take on the issue - essentially, that it reminds us how little the majority of organisations do to improve and innovate in their employee benefits provision:

https://www.hrzone.com/blogs/performance-through-reward-and-benefits/egg...

 Good blog - and I have just blogged on this subject here:

http://www.hrzone.co.uk/blogs/andy-philpott/performance-through-reward-and-benefits/why-reward-matters-when-you-want-employe

As I say - the challenge is in  rewarding the behaviours that contribute to success in the organisation not focussing about words on a page.