The publicity for this nice gesture certainly is worth more than the guitar itself... :-)
I was thinking the exact same thing! You can't buy this kind of publicity. Still, it was a very nice thing to do on Steve's part.
Was very interesting to watch what happened. I zoomed in and checked everything. He had 6 options: 5 Seagulls and 1 Norman and he picked the Norman without thinking. Of course, he might have had a lot of time to think before the part that we see, but still.
My 2 cents bet is on he didn't like the Seagull headstock. That's quite common anyways. The guitar he lost was a pretty nice Takamine with high gloss finish, and I "think" that Norman was also the only guitar of the 6 with a high gloss finish. So, if I were a betting man, I'd put my chips on he picked that guitar simple cuz in his eyes, it was the best looking one. Which in the end doesn't matter cuz they were all Godin guitars so they were all basically the same quality so he couldn't lose no matter what he picked.
Who says good things can't happen anymore in Toronto! It's nice to see some good news like this once in a blue moon amongst all the bad.
===================================== One Alvarez in the hand is worth two Taylors and a Martin in the guitar store!