Brand management is only important when you have a choice of service providers. It's not like you can switch your cable service from Comcast to RCN or Time Warner if you want to. They already bribed the appropriate government officials to ensure that that is not possible. And now they want $500 for their $39 cable box and there's nothing you can do about it.
(You might write to the state's attorney general's office. I'm sure enough complaints will result in a token slap on the wrist, if that makes you feel any better.)
It might be fun to let them drag you into court and see what happens if they demand USD 500 for their ancient Motorola 4100 Surfboard, considering that today a new, more capable modem is less that USD 100. I would take the chance.
That is what they say. You say that the modem wasn't worth USD 500 when it was new and certainly isn't worth that much after five years of depreciation. In a civilized society, when two people disagree they go before the judge. If the judge says you owe the debt, then you do. If he says you do not, then you don't.
Can someone explain where the people defending iffy business practices are coming from? Has no one here rented from a shady landlord who tried to charge you $$$ for stains on the ten-year-old stained carpet that was already worthless when you moved in, and the practice didn't appear indefensible then?
Actually, the task of Brand Management would be to compare the potential costs of thousands of people's equipment against the potential cost from a fewer bloggers' online complaints.
And part of that is Brand Management AKA not looking like dicks after a hurricane level event and adding to people's misery.