Now now children. Please behave.
On a more insightful note, I am with those who applaud Focal's activism in addressing customer issues. It would actually make me more confident if I ever bought their products (in fact, I plan to get some studio monitors one day for a small office set up, actually).
But I must also analyze their business position. The flowery language in the letter, as some noted, is written as a measure of damage control. The fact that the letter exists is itself damage control. In fact, their whole attempt to address the issue - proactive response, letter, actually taking on the task of fixing the problem - is an act of Focal protecting their reputation - ensuring popular perception of their products and their company service is positive. That's the "why" of what they are doing. The "how" is even simpler:
Focal is going after all these damaged units because, as a big company, they can. They have the management, margins, and production/repair capacity to actually do any and all of this. So, while I applaud them - and I do think Focal has earned applause here - I can't look at a smaller firm, compare them to the Focal/JM Labs giant, then poo-poo the little guy's customer service (or lack thereof). There are some really, really strong advantages that come with being the 800-lb gorilla in the room.