Sounds like "The customer is always right" to me.
'The first rule of 21st century marketing is quite simply "have a good product to sell."'
This is 99.999% of everything, in fact. I do not care whether you are advertising in store X or webpage Y, I don't care that you have a Facebook account or a Twitter account or a forum of your own. Your product (which includes sourcing, supply, support, and even customer service) has to be good enough that I'm willing to pay. Fall down on an item and the value drops. I will no more buy a product from someone who can't keep to a delivery time (or even give me one) than I'll buy from someone who doesn't answer support tickets or only has a mysterious support form on their site with no email, phone, head office, etc. Because there's only ONE reason to hide such information - you DON'T ever want me to call you if I have a problem. So why would I buy from you? The guy I buy an old banger from on eBay gives me his name and address and phone number, so why can't you?
How you do it? I don't care. A nice forum with an active community is good, but Red Hat has that. It doesn't mean I'll pay their prices or think their product is worthwhile for my needs. Positive / honest product reviews? I *EXPECT* your product reviews to be positive and honest. If they are not, then you either have a crap product or you PAID people money to LIE to a customer, so why would I touch you? (This is why I don't pre-order video games: I really WANTED Aliens: Colonial Marines - but all the reviews were sucking up, didn't tell me what I needed to know, or were embargoed until release... so I "embargoed" my money until release too and found out that the company was basically paying others to lie on its behalf).
This isn't some marvellous 21st Century marketing strategy. It's called "doing good business". Yes, some companies have not being doing that recently, or in the past, but that's always been true. The day you get off your backside and decide to do good business, all these things come automatically. Shall we lie to customers or tell them the truth? Shall we let reviewers publish a review of our product that contains criticism (and respond to that criticism) or shall we pay them to lie? Shall we give our customers a free forum so they can chat to each other? Shall we sponsor some community organised event centred around our products that really helps our customers get in touch with each other? Shall we put some technical people into those forums to resolve complaints rather than just let them linger unanswered? Shall we give those technical people the power to escalate problems, complaints, suggestions, etc.? All of this is just common sense once you've decided to do business well.
It's not a guarantee for business success either - the guy who ran a hardware shop in my old town was the nicest, sweetest guy in the world and would fall over himself to help you. It doesn't mean he's a multimillionaire nor even that he hasn't gone bankrupt since I last saw him.
Start from the premise "What would I want as a customer?" If you don't follow that through, then you should at least have a very good reason that you don't mind explaining to your customers honestly ("Sorry, we can't provide telephone support because we're very small and the costs are crippling, but I'll be glad to do...." as compared to "Sorry, but we can't provide telephone support because then you'll phone up and complain and we'll have to pay thousands to listen to you whinge about the failures of our products").
Instantly, this should remove any question of doing things any other way. If, as a customer, you would expect a refund quite quickly and easily for problem X, does a customer who has that problem get a refund quite quickly and easily? If not, why not? What can you do to fix it? How can you help? Where do they have problems? Do I have to suspect every customer of being dishonest in their refunds, even ones that spend thousands of pounds of with me every month and are only asking for a refund on a £5 product? And so on.
Do business well, these things come naturally. When it's a "shock" or a new "strategy" or some "paradigm shift" for a business to treat its customers nicely, you have to wonder what the hell it was doing before, or what the hell all its competitors are doing.