Having nothing to do with this chapter specifically, I came across an article that seems relevant to Charitable Getting, and the themes you're covering. The article is two guys discussing a recent face book meme as it relates to game theory, marketing, and raising awareness using the internet.
http://aha-moments.com/2010/01/two-guys-talk-about-bras/
I think it's pretty interesting, but I'm a little biased. One of those guys is my uncle. :)