These are brilliant little peaks behind the scenes of the manufacturing and testing a product. Very few people get to see this, or realize it happens. It's a great way to communicate to the customer "how much we care".
The first video has over 30K views in 1 day.
I remember being somewhat awestruck by the tools and methods used to test our hardware. I think sharing some of that is wonderful...
Similarly, exposing "limited edition" concept art work for early adopters is another way to do this. Show them a little bit of the creative process behind the products they use.