I think the point here is how they stack up with the competition. I had a unique experience a while back as my roommate had to fix his Dell at the same time I had to fix my Apple.
He spent... well, almost a full work day (!) on the phone, arguing with one rep or another, convincing them that something had broken, before they sent a tech out (to their credit, it was fixed then).
I spent... 10 minutes. I called, told them about the problems I was having, asked for a repair-via-mail, was promptly granted it, gave them my address, and was on my way. Yeah, it took 4 days longer than his method, but I saved myself some pretty major aggravation.