From the company’s viewpoint it’s a logical attempt to force consumers into arbitration so that buyers’ rights are more limited than in courts. This would allow the firms to flee liability — especially class action risk — no matter how deadly their products might be.
For courts, I hope very much this rights grab will be held to be unconscionable. Prospects in the 7th circuit must, however, been seen as poor given its approval of shrinkwrap terms for both licenses and sales in ProCD v. Zeidenberg (per Easterbrook). And of course the Supreme Court has been on a pro-arbitration tear for over a decade. This, though, should be a crunch too far.