For the same reasons actually. 

> When someone least expects an act of generosity it has a tattoo like impact.

Now, make connection. 

Even in marketing, when companies put their Avarice ahead and forget to do small things for consumers, they loose the favour of God. 

IamSINGLE

I'm not sure how the Sermon on the Mount relates to the article, but if you found the connection, perhaps others will too.

elvismercury

mostly_harmless

Small Things

That's why Jesus calls the disciples not to worry about material possessions, to trust in the God who provides for the lilies of the field and birds of the air, and to “sell your possessions and give alms” for the sake of “an unfailing treasure in heaven where no thief comes near and no moth destroys” (Luke 12:33). Avarice forecloses this calling, instead naming a failure to recognize God as creator and sustainer of all, a failure that issues forth in excessive desire for, and hope in, earthly goods.