It all started with a tweet, as many things do.

Elon Musk was asked if he could help with the 12 Thai Boys and their Football Coach trapped in the cave in Thailand.

The thing is Elon (a CEO of a business) is known to be contactable and people felt they should and could reach out to him.  He responded.  It now looks like the help he has given now isn't required, but, he has tried to help.  Just think about the free PR that Elon and Tesla has gained?  The Goodwill that Elon has built up.

Now, on the basis that most CEOs are not on social media or it's their PR company that runs the account, how many other companies could react in that way?