I do see what you are saying, they are still a business and as a result they will need to be treated as such. However business can be conducted in many ways. I feel business is conducted in a way that primarily benefits the customer here. You can chose to spend very little here and still play the game or you can spend lots the choice is the customers. They should get some browny points for that :)
Well at the same time I'm not sure I really should be thanking them for something any smart company does. Giving and having customer service is a must for most companies. Some can get by because of having deep pockets. I guess for me to consider anyone a family member and/or friend it has to be someone I know for a long time. Not someone who sells me a product. Despite my complaints about their product. I do think the people that work at Paizo are good people. At the same time I barely know them.