In this business customer service is king, no pun intended.
Fact that that both companies claim and provide great service is fine to talk about and such but in the end the customers will discuss and compare notes and your reputation is sealed in fact and fiction regardless of your claims.

The need to be transparent seems to be born from these forums and companies trying to squash rumor and fiction for fear of bad press and misrepresented "facts". Truth is you make one statement as needed and move on to distance yourself from the negativity these quarrels create. That's all that's needed. The sewing circles will continue regardless and the faithful customers will go to bat online for their favorites all the while the companies should keep an eye open but their mouths shut.

This is how we dealt with social media and I ran the forums on products I designed for 7 years. I personally provided direct customer support on the product threads while our CS Dept. took all emails and calls. We did have excellent support and service as a result. How often do customers get s direct line to the designer? So that was great for them and fun for me as well.

Its a a bad situation no doubt but both companies should back off and let this die.