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An alternate interpretation to this is, as pointed out by another poster, that Lexus is simply proactive when it comes to serving their customers. This would be at the opposite end of the spectrum compared to the many complaints I've seen from BMW owners that they have a difficult time convincing the service departments to even complete warrantied repairs, let alone getting a car serviced for a recall.
Try Googling for "BMW recall" and "Lexus recall", and see how many hits each one generates.
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