Now, I realize that may sound like snark, but I actually mean it on a deeper level than that. Why should I care about their internal motivations? EE chose how they would interact with me. It was their choice. They get to live with the consequences. If they had wanted to be perceived differently, it's incumbent upon EE to decide to treat me differently. It's not my responsibility to try to "understand" them, any more than it is my responsibility to interact with any other company in exactly the way they want. That's freedom, for the both me and EE.
You're equally free to defend them, and I was free to read the defense out of curiosity, which is why I'm posting at all. But the end result is the same; I know EE by their actions, and the result is what it is.