I'm not too sure I would associate 'caring' to a company that has installed a virus on paying customers computers, or waited for a class action lawsuit to do anything about their faulty system. Sony BMG, Sony Online Entertainment and Sony Computer Entertainment have all built reputations as having awful customer service.
The fact that Sony has contracted out some of their service to good companies is something they should be credited with; personally, I'm surprised by this ... Maybe the companies that require rectal probes to get your system repaired were asking for too much money from Sony.