It's little surprises that make a Disney trip so special. I think that CM's have long been able to do little things like that for guests. It's good business, someone who has been given a little pixie dust, a free monogram or a free dessert, is likely to spend more than someone who hasn't. They're going to remember that moment, and want to come back again. Disney will end up making that $2.00 back and more.
You also never forget that little moment. We went to Tony's one night for dinner with my niece and our waiter was so cute with her. He referred to her as "The Princess" which is what I've called her since she was born. She loved the extra attention he paid to her and we made sure to speak to the manager about him before we left. A YEAR LATER, we go back to Tony's for dinner and he's still there! When he sees her, he says "Ah, The Princess has come back to visit again!" I could not believe he remembered! That exchange cost Disney nothing, but it sure brought us back again and we never forgot it.