Having said that, I couldn't find Jackson Fish's 800 number.
Yes. And jives with Kayak.com founder's Big Red Phone tactic:
"About a year ago, I bought a red telephone with a really loud ringer for the office. Whenever a customer calls the help number on our website, that phone rings. The engineers initially complained about it. They said, "That's so friggin' annoying!" And I'd say, "There's a really simple solution: Answer the friggin' phone and do whatever it takes to make that customer happy. Then hang up, unplug the phone, walk it down to the other end of the office, and plug it in down there."
http://www.inc.com/magazine/20100201/the-way-i-work-paul-eng...
I have been part of too many engineering teams working on the wrong things because of a lack of customer interface.
I've been in the situation where each developer would take a day of the week handling support. But the support requests could be for any of the software built by the entire development team, not just the things that the individual developer worked on.
So then in many cases the developer was acting as an extremely expensive email/call filter. And the only lesson being learned was that some of the other developers weren't very good at their jobs.
Also, consider that engineers can fix problems faster.