Keep in mind I'm just tossing a theory out there or playing devil's advocate.
Profitability is affected in the long term by whether customers continue to perceive what the business is doing as "right," ethical, helpful, etc. So as I said, what if 99 percent of their customers think "proactive service" is just wonderful, and the 1 percent who have objected so far have all gotten their "proactive service" free of charge and thus thought that was pretty wonderful, too? I would like to know if anyone else has complained as you have and NOT had the charge waived? I can appreciate that a business model that includes an expectation of charges being waived on 1% of proactive repairs would be pretty weird and pretty unfair to those customers too timid to speak up, but maybe that's how they see it. Has there really been anyone who was outraged by the proactive service they received and yet did not speak up?