Am I missing something?

[Fazerider]

I'd agree there's no point in avoiding a company that's treated you crappily in the past if they are clearly offering a better deal than you can get elsewhere... and this particular battery looks like a bargain. But a bit of lingering resentment being the deciding factor when there isn't much to chose between them and another provider is no bad thing in my view. Companies should be aware that if they treat their customers with contempt they'll suffer the consequences for years.