I am an "n" of 1 - but if I had to interact with LTBBQ on Facebook or Twitter - I would not be doing it nearly as often, and eventually probably not at all... It is important to understand who your customers and prospects are - for Char Broil's sake I hope theirs are Gen Y.
I suspect that their Product Managers have determined that their target population demographic is made up of facebook and twitter users and not necessarily forum frequenters.
Demographers have labeled—
1900-1924 - G.I. Generation
1925-1945 - Silent Generation
1946-1964 - Baby Boom Generation
1965-1979 - Generation X
1980-2000 - Generation Y also Millennials
2000/2001-Present - Generation Z also New Silent Generation
In some peoples' minds the dates move slightly, but there are definite trends within each grouping. If you were trying to sell a product to new users and develop brand loyalty you would probably support the social media that your primary prospects use, especially if you can't spend an appreciable amount on another medium.
Think about your habits and those of your friends. If they're Silent Generation they
may use forums (it's much like email) but facebook and twitter use is uncommon. If they're Baby Boomers they're probably email and forum users but there are still only a smattering of facebook and twitter users. Generation X quickly adopted facebook and began to migrate away from forums.
Generation Ys are getting married and buying their first grills. Advertise to them and build brand loyalty. Communicate with them via the media they use most—facebook and twitter.
I think D.R. was right, "[F]or Char Broil's sake I hope theirs are Gen Y."