I don't mean to offend anyone here but you're falling for some brilliant PR. Absolutely brilliant. Almost as good as the Starbucks offering free college education PR.
The payment processing space is very crowded and this guy is standing out like a gold statue. He's getting some new lucrative loyal business from all this guaranteed.
Also, Gravity Payments is an 11 year old company started by Price & his brother - not a startup
Price has done PR stuff like this before, but this one really took off. Well done!