[Jtsummers]

That may be true for a given service, but I'd wager closer to 99% of people have used customer support for something in the past. It'd be foolish to disregard it when you know you've needed it before, even if not for that same service category.

[MattGaiser]

I don't think it should be disregarded, just that it is not top of mind when making the choice.