This is a fire-fighting attempt from the CEO of a company that snubbed the people they should live off of, prompted by a bigger than average shitstorm created by their persistent crappy handling of accounts.
Think of it this way: suppose Mercedes went around, burning the cars it sells to their customers - much to their chagrin - and one of the customers creates a big enough fuss for the CEO to come and personally give him a new car. Is that an acceptable handling of the situation in your eyes?