To slightly nuance that, given the fact that he had already tried "talking to them" (to death actually, he's bent over graciously--first via support, escalating to discussions with the CEO and ultimately an unanswered demand letter)... in this case continuing to "talk to them" means "sue them", right?

I mean, that was his question. All he seems to have left is suing. He was asking if he had another option. And, of course the other option is "raise a stink on HN/interwebs". But that's a luxury reserved for "hackers"/VIPs, not lowly customers.

PG told him to sue DrChrono.