While I don't buy Patagonia products any more because of their astronomical prices (and in Japan you can't order Patagonia products online due to localization stipulations, and therefore you have to pay exhorbitant prices... MontBell makes goods that are just as good and well designed, but significantly cheaper), I have to say that they have exemplary customer service. Back in 1990 I bought a Patagonia Storm Jacket. WIthin two years its seam taping had peeled off. When I contacted Patagonia, they replaced the jacket, no questions asked. Two years later again the seam taping peeled away, plus two of the plastic popper buttons broke. Again, Patagonia replaced it for free. Then in 1995, when the same thing happened yet again and I called Patagonia to complain about it, they offered a choice, a new Storm Jacket, or one of their very expensive, new reinforced jackets (I can't remember the name). I took the Storm Jacket because the fit of the other jacket just wasn't right, but still, to keep updating my jacket for free after five years is pretty good, I would say.
Also, back in 1987 I was one of two architects assigned to designing the Patagonia retail store in Boston. Working with Patagonia as clients was one of the most rewarding designing jobs I have ever done. They sat down and listened to all our suggestions and actively went out of their way to have us incorporate design ideas that were both unconventional and, business-wise, a little risky. I honestly believe that it is the participation of clients and users of their gear that drives Patagonia's philosophy. I think that is why they manage to come out with so many new ideas and great designs.
So, I think Patagonia's heart is in the right place; perhaps, as Ben suggests, there are legal matters they have to consider, too.