Dr Bronners is local to me and they are very active in the burner scene (I believe the founder is an OG burner). I have a few friends who work there and Bronners often has a presence at local burner events (and Burning Man) -- notable because these are environments where commercial expression is generally forbidden. Yet they sometimes get a pass, I think because they embody the burner spirit and often supply a needed service (showers) totally free and in a way that fits in with the culture. It is the most guerilla marketing you ever saw and I would not be suprised if that wasn't their intent -- rather its just the company gifting itself and embodying the spirit of the ten principles.

They remind me a lot of Valve in that they are able to chart their own path and find success.

Bronners certainly isn't without its problems as a company. But I find it to be very inspirational that companies can find success without having to devolve into the bland milquetoast mediocrity that feels like 95% of US business culture. We need more people being visibly, authentically, and unashamedly weird.