To be fair the corporate drama is usually dressed up as contorted consumer opinion drivel. The true reasons for most of these moves behind the scenes aren't as altruistic as these folks like to let on!

All of business is a sort of charade, Amazon might be "sorry that your product was disappointing and want to offer you a refund" by which they mean "if we give you a refund we think you'll feel confident enough to buy more from us". You still get what you wanted though.