100eyes,
Really, they're doing more as a company for the consumer than many other companies in this case would. I'm really into computers myself, and when I was 10 and just getting into them I fried my first motherboard by connecting a power connector to a CD-ROM drive when the computer was still on. The vendor at which I bought it would not RMA it, and so I contacted the company to see if they would warranty it. I got a letter back saying that they would replace the motherboard, but to be more careful in the future or have a professional complete the installation. I have a feeling what they were really saying to me was a sugar-coated version of what Jeff is saying.
To me, i don't think that it's very important a company sugar coat things like that. While a motherboard manufacturer might say, "it might be wise to have a professional do this as it requires experience," I think it's a lot more efficient for someone to say, "Have someone who knows what they're doing put this in." I mean, Jeff could be all polite and say something like, "The screws don't need that much pressure, and you might inadvertently damage them if over-tightened," like every other manufacturer/company in the world would... What I want to know, is would you rather have him wasting his time figuring out how to sugar coat that, or just come out and say, "Why are you idiots over-tightening these? You don't even need to take the scales off!"
When you really think about it, he's doing more of a service by being rude than most companies will do while being polite. Not only will he honor the warranty, but he'll try to point out to people how to avoid the problem all together. Do you really think there's that many companies out there thinking, "Hmm, how can we get people to only buy one of our products, and keep it forever". I would just look at it as tough love, and in the end I believe that if someone says, "Hey, don't do this, it's really stupid," that will have more of an effect than, "Please do not do this, as it could damage your knife." At the end of the day with the ESEE warranty, people will see, "Please do not do this, as it will damage your knife," and see it as a nice request that they don't really need to follow because of the warranty. If on the other hand, they see, "If you do this, you're a moron," they might think twice about what they're doing whether the warranty covers it or not.
Also, why would you even need to tighten one of these screws this much? Supposing they come loose, there's always LocTite. Maybe people are thinking that they have to get the fasteners tight as possible so the handle seats correctly on the blank? i think TimboKahn has it right, and people are probably over-tightening the screws believing that they won't seat correctly unless as tight as possible.