He could have just said "I was working with System76 in April of last year on implementing LVFS but they went dark and shipped with a proprietary tool, I'm not sure what happened but I'm disappointed. If you're interested in running a distro other than what they're shipping you might want to consider a different OEM."

Instead he went over their email exchanges and trivialized the amount of work they need to invest to change systems and what they needed to do to rectify the situation. Oh but they're no need to apologize, just right the injustice.

He completely ignores the fact that they're a business with external motivators driving their decision (i.e. needed to ship, Meltdown, Spectre) and he just complains that they left him hanging.

Sure they could have sent him an email giving him a heads up on what was going on and why they were tabling the LVFS implementation but this sort of thing happens all the time in industry.