What do you do when your company accidental sends out hundreds of thousands of $4 checks to it's customers? Seriously, what else can you do? Just eat it.
Though I suppose it depends on the size of the company and their marketing budget (but I'm guessing that a company with hundreds of thousands of customers values them more than $4 each).
Seth recommends that lawyers act more like marketers because that is what they are. I say all employees are marketers and recruiters as well.