I have it on good authority that he did it solely to stop the bitching on he 9:30 board.
I told him, if you give everyone on the board a gold bar, at least 1/4 of them will complain that they didn't get platinum or silver and that it took too long to arrive.
He ignored my advice and went ahead with the friends program anyway.
Thankfully, I was proven right. I love you all for that.