Warranties being what they are, a company should stand behind their product, especially at this price point! You either make a customer for life or lose a customer for life...
Taking the path of ford and Chevy and eventually you lose loyal customers or new buyers shy away. Lots of people bought POS Detroit cars in the mid 70's will never buy a gm or ford again because the didn't stand behind their product when the tranny went out at 13k under a 12k warranty for example.
Japan knows this and Honda or Toyota routinely fix out of warranty claims when there is a reasonable expectation the part shouldn't have broken. KTM motorcycles are the same way. Wonder why these companies have a reputation for quality and out sell most of their competitors??? Because customers know they stand behind what they make.