Riot Games are all about their fan base, they aim to be the most player-focused company out there. With the biggest fan base in the industry, I can see why. Of course, with a huge community comes more than a few bad apples. An ultra-competitive free-to-play MOBA will likely invite the worst of the worst on the internet.
Riot have done so much in order to improve good sportsmanship and proper conduct. After having to publicly ban professional players for their lack of good sportsmanship, Riot are here to reward those who are actually valuable contributing members. Members who contribute to the community in valuable ways whether on the fields of justice, community forums, youtube, fan sites or Twitch. Only "a few extraordinary players" will receive this gift. So if you're the trash talking, noob-bullying type, don't expect this.