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Yeah, warranties are most definitely a marketing function, but they do also provide some piece of mind. And they most definitely can cost automakers a lot of money if their quality is not up to snuff. It takes a lot of research and analysis to come up with a proper warranty period.
So I suppose it all depends on your point of view. But I'm sure that if Brand 'X' owner had a major failure at 61,000 miles on the factory 5/60 warranty, said owner isn't going to care about the politics of longer vs. shorter warranties....he/she isn't even going to care that he/she would have to take the car in if it was covered....they're only going to know that they got screwed and the brand across the street would've covered them in the same instance.
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2001 Camaro SS
310 RWHP, 330 RWTQ stock @ 12,000 miles
28 mpg highway 
1991 GMC Jimmy - 150,000 miles, winter beater
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