There's also a difference between lying and fiction. Fiction serves a higher purpose. Lying doesn't. In this particular case, I agree that the company is pro

There's also a difference between lying and fiction. Fiction serves a higher purpose. Lying doesn't. In this particular case, I agree that the company is probably overstating their concern. And you're probably correct that this is bordering on theatrics, but the theatrics serve a higher purpose: to show that they really do care for their customers. I suspect that someone put a lot of effort into creating these theatrics. Would someone who didn't care for their customers do that? No. They'd probably use a platitude like "The customer is always right" as their slogan, and ignore their customers.