DK exactly how Kodak does it, but generally stuff like samples are part of the marketing budget. They decide how much they need for the year and order up that amount. It's going to get given away, to someone, no matter what, because that's what it's for. They may or may not feel the need to qualify someone as a potential customer. In any case the value for them is getting it into some segment of JQ Public's hands, not what the retail price might be.