Ohh the rush to judgement and generalization by so many here. Take a step back everyone.
Maybe Rex kept insisting on a brand new MBP instead of just replacing the logic board. He didn't offer a transcript of the 3 phone conversations he had with Apple.
Maybe his behavior was abrasive at the Genuis Bar or he was threatening legal action early on, so then both sides got their backs up and decided to escalate.
No one knows for sure. All we know is what he posts in his blogs, which are lengthy and sound whiny. His anti-Apple stance is already clear 1 year ago:
http://www.seattlerex.com/the-death-of-os-x/
Sure, it's nice to win a David vs Goliath battle and Apple seriously should've settled this latest in mediation, but like I said, maybe he wanted to push this all the way and declined to accept anything less than a new computer & punitive damages.
It always amazes me how in the US so many are so eager to sue instead of resolve things in a reasonable mature manner.
In 27 years of being a professional in the IT industry and road warrior experience with Apple service in 8 countries, I've always resolved any issues to my satisfaction without involving lawyers.