One would have to be a cold hearted person to question this decision. And even cold hearted bean counters will probably approve of the publicity, this is much better marketing than a lot of advertising.
Finally, from a legal viewpoint, air navigation law presumes a PIC possesses special skills and expertise, and an enhanced duty of care is expected of the pilot in view of such special skill and expertise. This duty of care extends to everyone and everything on board. Nicely demonstrated here.