Agreed. But the reason that bike companies go the extra mile with frame programs is because
1. it generates huge goodwill
2. it addresses the lingering concern that people have about the strength/longevity of carbon frames compared to steel/alu/etc.

I would certainly be more likely to buy cf from a company that I knew would stand beside me in the case of an unfortunate event, and I think the bike companies recognize this.

So... no obligation at all on their part but still some good reasons for them to help you out.