When you buy a knife, or any product for that matter, you are also buying a relationship with a company. BM (and notable others such as Becker, Buck, Busse, hmmm - they all start with the letter "B") obviously gets this and appreciates that relationship knowing that folks will speak of it on boards like this one, tell their friends and what not - also, if you are happy with a company you are much more likely to return to that brand for future purposes. Having a giving view towards CS, as BM does, helps me in my next purchase decision.
While none of this may seem like high level thinking and I certainly do not profess to be endowed with any monopoly on brilliance, it still amazes me how some companies knife nickel and dime their customers, oftentimes loyal customers - short sighted IMHO.