I gotta quibble a bit with how this conversation has been framed. These ASU recruits did not have a scholarship pulled. They had a non-binding (for both parties) scholarship offer rescinded. There literally is no scholarship to be pulled until that Letter of Intent is signed. Unless they were told otherwise, ASU didn't do anything wrong here. Harsh but the way the game is played on both sides. Remember, the recruit also has the option to flip elsewhere and leave the school in the lurch.
What is unusual is the recruits' going public with it, so I guess ASU did do something to rub them the wrong way. Because, generally, they just say they are opening their recruitment after a conversation with staff, family and they feel it's in their best interest, etc.
Now, if we want to have the old debate about processing players who actually are on scholarship, as it looks like where this conversation is going, an entirely different deal, and one that I have mixed feelings on.