A problem of their own devising. I don't have any sympathy for themI actually made the comment more in the spirit of a "hey, you HN types looking at starting your own worldwide Web based service / company, heads-up, this is a problem you'll face."
That said: I've actually pretty much given your "they're Google, they're smart, they can figure this out" response when I've have noted weaknesses in Google's response / user support/service.
Though there are some companies / organizations which have gone a long way to building very-low-overhead organizations. Wikipedia and Craigslist both come to mind (and yes, they've had their problems).
Another story emerged out of the ACA/Obamacare rollout. One news item I heard concerning it noted that when Social Security rolled out, there were staffed offices located in cities and towns throughout the US where people could go for support. That's something which the online/automated world has largely done away with.
Though the thought occurs to me: what would the required infrastructure (and cost of development) be for producing a paper-record based application process for ACA? Would it not perhaps be simpler than the online version?