The opposite argument to this is that they did it for the faithful VW loving diesel owner.  
Let me explain this alternate argument.

If you have a VW diesel, you probably value its fuel economy and power most - not many people outside of the LA and Frankfurt 'smog basins' or the EPA care that much about NOx.  By running with this 'trick' software, VW gave owners the best of both worlds - a car that will pass emissions tests as required by governments, AND a car that gets fabulous fuel economy and great power in real-world driving.  

I know very few VW diesel owners who boast about their car's low pollution numbers.  I know a lot of VW diesel owners who boast about their car's power and exceptional fuel economy - about how they get even better fuel mileage than the EPA/Transport Canada estimates.  

In that sense, VW was just giving its faithful diesel owners EXACTLY what they wanted.

Pity that what VW diesel drivers wanted was technically impossible, and the VW solution to give it to them was thus illegal.

James
Ottawa, ON

> Date: Tue, 29 Sep 2015 13:31:43 -1000
> From: scottdaniel@TURBOVANS.COM
> Subject: Re: NVC Re: VW, honour, and culture
> To: vanagon@GERRY.VANAGON.COM
> 
> it's a big deal because....
> 

> 
> 3. IT WAS INTENTIONAL DECEPTION.
>    they tricked everyone ..apparently intentionally ...the faithful
> VW-loving owner... 
>