'Gesture of goodwill' means that you have won but the company wants to try and retain control and make you feel grateful.
The fact is that 99 times out of 100, the company is doing no more than they should have done under the contract anyway.
'Gesture of goodwill' is symptomatic of everything that is wrong with Customer Service today.
The reality is that these companies need your goodwill: you don't need theirs.
As long as companies continue to try to compensate their customers as a 'gesture of goodwill', customer service will never improve. Companies will always act defensively against their customers.
It is the customers who should be accepting offers of compensation as a gesture of goodwill towards the company - and the company should be grateful to earn and to retain the goodwill of their customers.