There is nothing that makes it their responsibility. It is probably in their best interest, just like any other business based on bitcoin. But it isn't their responsibility to make sure that your decision to buy mining equipment was a good one.
I agree - not their responsibility, but in their best interests. In the networks best interests as well.
Rather than lobbying, I suggest BFL branch out in their design - work with some developers to make a POS device that they can sell cheaply to B&M businesses to accept bitcoins. Heck if they put a jally in each one, they could *give* them away for free and get returns on the mining that the pos machine would do forever.
They've already got the hardware design skills, why not use them to further the adoption.