Here's the thing, it's not about the money, it's about tact.
AT&T could easily tell them, "your contract says you're liable for the damage and we understand it's going to be rough financially for you, so we'll suspend the account and give you 3 months to get your insurance money and pay for the damaged receiver."
At least that would show that AT&T is understanding about a difficult situation, even though they are saying the same thing.
Again, we only heard one side of the story. You also have to remember that in the customers time of great loss, they could of very easily misunderstood what the CSR said. Hell, look at the womens hair blowing. there was at least a 40mph wind and talking on a cell phone in that wind. Come on, there are some cold hearted people out there but this is the regular news, we have to have drama or it's not fit for TV.
By the way, the people who did get their receivers waived and won't have to pay for them. Will claim them on their insurance and not send that money to AT&T.