I think it does come off a little arrogant, but really the company is allowed to run their business however they want. Some companies prefer to surf among their customers and be part of the community themselves. Other companies (and call it pretentious if you like) do not have any desire to be a part of the community, they want to run their business and expect their customers to contact them if they have a problem, not go and complain elsewhere.
Personally, if I were running a business, I would do everything in my power to maintain an accurate view of how my customers perceived me. That doesn't mean that I disagree with the expectation that if a customer has a problem, they will address the company in question, not just throw it out there in the community and hope to hell the person with the power to fix it sees it.