You're using an awful lot of adjectives but so far, no concrete examples. What specific statements has Rossmann made that could be genuinely construed as "vile, contemptful vigilante justice"?

I also completely disagree that we should ever sugercoat our language when addressing practices that have clear malice and greed behind them. Prioritising the feelings of some millionaire/billionaire shareholder over the thousands to millions of customers being exploited and short-changed smells of messed up priorities frankly.

The only people this approach genuinely "pushes" away are a group that you cannot expect to act in good faith in the first place - the companies deliberately obstructing the right to repair. You don't ask them nicely to do something they have zero profit motivation towards. You force them by enacting legislation or creating enough of a backlash that they calculate that supporting Right to Repair is better for their bottom line.