These exchanges are called Shiyo (gift, esp. to subordinates), and it is said that the clan who was given Kamon, for example, Hairyo-mon, was pleased as it was a great honor for the clan.
こういった家紋の受け渡しを、賜与（しよ）などと呼ばれ、授かった家は一家の大名誉として喜んだと言われ、与えられた紋を拝領紋という。