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I don't think it's just for PR purposes, but I understand your concern of an unbounded downside. Even a few free deliveries would be something.

They were caught having made a mistake: unilaterally changing the terms of a renewing contract without written notice.

The bare minimum they can do is to offer a refund.

Mistake or no mistake, if their goal is to "always try to go the extra mile," they are failing to do so here.

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The bare minimum they can do is nothing, offering a refund on all of the delivery charges is an important step above, but offering a refund on the entire service so far?! That's quite an extra mile.

I'm afraid I didn't make it clear. I meant a refund for the most recent $99 auto renew charge that had changed the terms of service without notifying the customers.

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