That is so incredibly un-user friendly and undiscoverable, it is absurd. How would my mother know to do that? Why didn't customer support have Rob do that?
Your mother would simply bring her machine to a genius bar at one of the Apple stores where they have all the required tools and media to re-install her computer. She wouldn't have had a tech come out to her house to replace it.
My mother does not live near an Apple store; the closest one is in the next state. Nice thought though. How exactly are consumers supposed to know which official support channels are the good ones, and which are the bad ones?