Since it seems my opinion is entirely off base I am curious how you would have liked to have seen the replacements handled? What would be above and beyond in this case?
Go through the CPSC to initiate a recall properly instead of trying to do a fly-by-night recall that confuses all of phone providers. Give people actual information about why, how, and when these batteries fail instead of just nebulously blaming the batteries that came from your own factory. Don't ship people replacement phones that still spontaneously ignite.
Around 2001 there were all kinds of laptop battery recalls, where they would send you two new ones and a box to return the old one; that's above and beyond. Since battery replacement is not applicable and advance shipping a $$$ phone return is a big risk, Samsung could have worked with carriers to authorize replacement of carrier branded models at the carrier store, even if original purchased somewhere else. If the phones are serviceable, they could have made a replace the battery while you wait program, so people don't need to transfer data etc.