General counsel in advertisements for law firms or service providers

Once I noticed one ad with on a testimonial of a general counsel, I spotted others everywhere. Here are a few of recent vintage:

An ad by Knobbe Martens Olson & Bear in Corp. Counsel, March 2007 at 41, quotes Matthew Fawcett of JDS Uniphase. The legal department of Concentra, a national healthcare company, shows up in a BottomLine Technologies case study. In an advertisement, Henry Schein, Inc. poses its law department for LawTrac Development Corp. (for example, InsideCounsel, May 2007 at 11). An attorney for American Airlines, not the general counsel, poses in front of an American jet on behalf of LexisNexis Martindale-Hubble (ABA J., Vol. 93, May 2007 at 3). The general counsel of New World Restaurant Group, Jill Sisson, appears in an ad for the US law firm Holme Roberts & Owen (InsideCounsel, May 2007 at 70).

I wonder what the law departments got in return?