I do the same thing, Pam. I like to showcase variety as much as possible, and I do try to bring in shops that don't necessarily participate in the forums, then message them to let them know. I feel like even if they don't comment on the Highlight, I do get a lot of "thank you"s and maybe it'll encourage those shop owners to do it too at some point. Or at least speak highly to others of us for promoting them.
I also feel like it might encourage them to focus more on their shops here and perk them up, since they see they're getting attention.