Just to give another perspective, I run a couple of small businesses with my wife and we handle support ourselves.
This is an absolute pleasure for our USB oscilloscope business - intelligent, reasonable customers ask for help with a problem they have, we help them solve it and both parties move on with our lives.
Our other business - dealing in retro video games, is an absolute nightmare. Almost all support questions we field come from people who have no intention of solving a problem. Most are just anxious people who need a little bit of reassurance, but plenty expect us to do pointless busywork, want to vent emotionally at someone who can't fight back, or just generally want to smear shit all over the walls because they can.
Either way, because they don't want to solve a problem, they just keep up eating up your support time and emotional energy in an extended loop for no gain - we're talking upwards of 80% of your support resources if you let these people have their way.
Having to deal regularly with the type of person that the average HN reader would never come across in their lifetime, I can understand why organisations like Amazon would set up these bureaucratic support "walls" and/or outsource all support to a Filipino call centre staffed by people that don't even know what Amazon is.
The systems are designed to make getting support hard, because most people contacting consumer support literally don't even have a problem that good support staff could solve.
In this instance, they've clearly made an error in requiring the user to navigate an automated system when the dollar value is in the _millions_, and I understand why the average HN user would be pissed off by a system like this, but I don't think the solution to the problem is as simple as "provide good, human support to everyone" - it creates as many problems as it solves.