This is basically Silicon Valley mentality broadening its influence. I would guess - just a guess - that a corporation like Coca-cola sees this kind of stuff heralded in Silicon Valley and things "hey we can be hip too!"
>>walked+(OP)
This isn't just SV. I'd argue that it arose from academia, and slowly crept into SV from that. I see it in the media and most large companies with a powerful HR department.