I may have it wrong, Ralf, but I think it's been Guild "policy" not to give guitars away. It looks like CMG has changed this. I agree completely that the effect of doing this is positive.Not sure what is so exciting in this. Guild has plenty of artists they support, some of them are new after NH times: http://guildguitars.com/community/artists/ (this list is not really up to date I think)
Even during NH times they had this Fender/Guild lounge and the Airsteam where they produced videos with artists playing Guild guitars. And I am not sure what endorsing really means for CMG, with regards to WC and NS guitars the risk/cost is not so big to do this, but it creates attention to the brand! They are probably just on loan or so. CMG does the right things I think.
Ralf