Dan, that's a bit of a nonsense.
One can easily imagine how many requests these companies have on a daily basis.
"I am going to Disney on Ice with my daughter. I absolutely NEED a 200-400 VR for a day. In exchange, I'll mention you in my Facebook Timeline and I'll drive you business in no time. I have 274 friends!"
"Dear Canon, I will be shooting Cirque du Soleil this week-end, on some Tri-X that Kodak gave me for free. Please lend me a 50 f1.2 and I'll have a good word for you on various internet forums"
I mean, really. How does this sound?