[mjpizz]

interesting point..maybe it's just that the support is best provided by the employees with the "most domain knowledge on product"? In technical startups, these employees happen to be engineers. But in other startups, take for example AirBnB, the most knowledgeable employees might be the ones who have traveled the most.

IMHO, B2C still has some applicability here. It is still beneficial to rotate support among the employees responsible for the final customer-facing product...whether that product is technical or not. Taking a support day periodically to experience your customers' problems firsthand becomes a great way to internalize their most important pain points and desires, so that you can effectively prioritize new products and feature development. Spending quality time with customers can give you a ton of insight into the "whys" and "hows" of what makes them happy :)