Just don't let them get away with it.
If you don't complain about the shoes, they don't bother re-designing to fix faults like this.
Obviously you have probably read this already: http://www.inov-8.com/New/Global/Disclaimer-UK.html
The Gore-tex has a lifetime guarantee, too, so the point could be argued, that if it is ripped, then it is no longer fit for purpose. It's not as if we're running through brambles all day, in fact the running I have done has been pretty easy going trails. The 195s have phenomenal grip still.
I have previously mentioned the Merrell Trailglove, however please bear in mind I have not given them anywhere near the usage of the 195s (have read too many nightmare stories about achilles issues). Having said that, they have been waded through fords, heavy mud, in the washing machine etc and there is no damage to them yet - not forgetting that the sole is certainly not as grippy as the 195, definitely avoid anything slippery when wet! I would be careful with wet rocks and tree roots, other than that it is great on the trail.
Running the Ridgeway 40 this year for the first time ever, first ultra too, so will be interesting to see how the 252s perform (this is what Inov-8 have suggested as the replacement for my ripped 195s) as well as my poor legs!. All I know is, the day I threw away my cushioned Nikes, my knee pain vanished (probably because I was forced into a better running position), and the chances of a twisted ankle became far less likely as my foot started to remember what it was like to actually feel the ground!
And remember, these shoes retail at £110 RRP, they should perform like it, and be durable for quite some time. I've seen people's comments on forums about the trade off between light shoe/less durable, heavier shoe/more durable; I just dont subscribe to that point of view. Inov-8 states their shoes are up to the task. They don't tell you at the point of purchase that these are a lighter model so may wear out quicker, so they should at least last a few hundred miles. This issue has developed from 20miles to 200miles in, and that's just not good enough.
Get them replaced, and maybe they'll start listening when it hits them in their pocket!