GDiapers, a combination of cloth and disposable diapers, is deploying uber-customers, called gMoms (and Dads), to help build the Oregon-based brand through "word of mom" marketing. But what's in it for the moms, other than some giveaways and other small compensations? According to Ayalla Ruvio, a marketing professor at Temple's Fox School of Business, it's not too far from the sentiment behind charitable giving. "I don’t think there is any other consumer as committed to helping other consumers in the same situation," she said. "Since the brand helped their kid, there's a lot of emotional attachment there."