Absolutely not incoherent.

Asking for compensation as per law and/or as per EK own rule is not complaining.
When I met delays, I did ask for the EU261 compensations.
When my luggage was not delivered, I asked for refund of actual (reasonable) costs incurred.
These are not "complains".

Now, I CAN complain that EK does not abide by the rules / laws. But, I do not, as this is a waste of time.