The fun and games in this move by Newegg - imagery and language are hilarious - mask their serious intent.
Newegg seems to be switching to offence and has carefully chosen its moment. The heartfelt video, the relatively small sums, demonstrably trollish behaviour from the counterparty, a clear underdog, building a movement of "geeks" are indicators of eventual success. Not just in this case, but in raising awareness towards political action.
Newegg, won't mind if the troll backs down now. It sends a clear message to other trolls that a white knight is possible, which can generate adverse publicity as well as legal cost. In a sense, they are using the trolls' own playbook against them. Nice strategy.