They're doubling down. This can't be a good sign.
For all the talk of a kinder, gentler approach, it ain't gonna happen. Unaccountable people who consider themselves infallible rarely become nicer. They just keep telling you how much more you should be able to take, and keep ramping up the demands.
If that happens, say goodbye to their hope that some will come back. The harder they squeeze, the more who will leave.