That was kind of the basic premise of the TV show "Pimp My Ride", wasn't it? Dump tons of money and labor into a car that wasn't worth the investment. It looks like this one was done a bit more tastefully, and certainly less gregarious than the ones on the show.
And yes, living in DC and rooting for the Redskins, I could have told you Alfred Morris is a real stand up guy even before this article. He's the kind of player that you want to root for.