Yep, Tallbloke and Whitevanman I think. In return for generating a rather useful amount of cash for the air ambulance. If there hadn't been the amount of publicity associated with that, then I suspect there would be no Helicopter Heroes TV programme!
The Diana-esque Hammond gushing got hundreds of new members and cumulated with the sticker going on the YAA aircraft, hugely increasing the profile of the site, just before it was sold.