You might read Seth Godin's post about a card store customer's experience and wonder why the card store would go to so much trouble. Why not just send her a refund check for the card? And, of course, you would be missing the point.
What the company gained is customer loyalty and evangelism. How many cards would this woman buy over her lifetime? How about her friends? How about anyone reading Seth's blog? All much more likely to shop at Papyrus now, right?
Yeah, it was totally worth the trouble to deliver the card to her office. Every customer interaction has tentacles that extend to the customers network. Plus you just never know who is going to blog their experience.