It does not have the instant gratification of a search ad but it does have the life-time value of sales, ROI, amplification and advocacy from the community.
The reason why smartphones are subsidized by carriers in return for long-term contracts is that smartphone users are widely recognized as heavy data users and bring a higher life-time value to carriers.
Why not give them a way to connect with their groups inside and outside of work to make all of their life easier to manage, leaving more time to focus on value-added tasks at work.
According to Glassdoor, employees at MITRE, a not-for-profit organization based in Massachusetts and Virginia, commented on the high value the company places on work-life balance as shown through flexible schedules, generous paid time off and other great perks like an on-site cafeteria and gym.