I'd say they should care because the Internet only survives through cooperative effort. Breaking something so they can pocket money is greedy and dickish.

But if they are being jerks rather than just being thoughtless, then maybe that isn't enough. In which case, my fallback answer is "bad PR". It would have been easier for them just to deny service to anybody they didn't want to serve. They went to a lot of trouble break something in a profitable way. To me, that says they might not be a trustworthy vendor, and thousands of nerds are now aware of that.