As a former Creative Labs employee, Creative's actions are not surprising in the least.
I havent' worked for them in over 10 years, but I still recall this story. This was before Creative Lab's even thought about providing developer support.
Anyways, a game developer contacted Creative looking for some assistance. He was developing a new game, and wanted some insight with their drivers and the best way to interface with them. Well Creative spurned his request, dismissing him as a nobody. He was upset, but moved on and solved his problems without Creative's help. The developer's name was John Carmack, and he goes on to release Doom. The rest is history.
I remember the developer support department being created during that time in response to the whole thing. And then a year or so later Creative tries to capitilize on id's success by getting them to use Creative's new audio technology. Carmack remembering how fondly he was treated when he was a nobody, turns down every offer Creative threw at him. Classic!
Some things never change.