I agree with HK, that this will become more rare, not less. Companies tend to view most of their employees, with a few exceptions, as interchangeable parts. To retain those exceptional people, they usually just offer a private compensation package, which could be used to pay for anything, including college.
To borrow a sports metaphor, companies used to draft and groom their own employees, but have ditched that model in favor of free agency (cheaper in the short run, and short-term is all that matters anymore). Paying for college is very much a draft/groom strategy, because you're paying a lot for that parent's continued loyalty, and also for the significant chance that the child will be attracted to working there, too.
Still, it's always great to see an exceptional CEO who can take a long view. Investing in human beings tends to be a high-yield transaction.
