Combat Effective

The Consumerist has an http://consumerist.com/2011/11/allstate-denied-mans-insurance-claim-because-he-went-to-the-hospital-5-hours-too-early.html.  The insurance company twice denied his request for coverage before coming back (after media pressure) and paying the claim.  On the one hand, I agree with the commenters who say All State had no contractual obligation to pay the claim.  On the other, what’s the ethical, socially responsible thing to do?  What say you?