This episode catches the cynical nature of the "100% guarantee (unless we can intimidate you into not using it)." Coupled with the cynical support of "coop membership," it seems that as an organization, REI is engaged in manipulating appearances for its maximum economic reward. That wouldn't suprise any for an Exxon or Enron, but it is at odds with the image that REI members thought they were buying.
I think that as people realize they've paid money to get something with slightly less value than their Safeway Club card, they switch from being REI members to players in a cat-n-mouse game of extract-the-most-value-from-the-opposing-player; where once you had people who felt like they belonged to a fraternity of supportive outdoor enthusiasts, you now have people who simply want to screw the corporation more than it screws them.
This was my month's entry in the Post like JayB Contest.