Why not? Some dude with a rifle whose warranty has expired has now cost them a number of would be customers due to an online rant.
Agree with you ImBillT. Not always, and we don't know the final result on this one yet, but I've seen a number of fine companies reputation taken down on threads like this where the cause was not the rifle but something the owner did or didn't do (sometimes bad scope, loose screw, etc)