It's the new fad of marketing support as being an advocate for the customer. They use language and phrasing to imply they exist to make the customer happy/relaxed/productive which if it were true would be a great thing.

But it's just marketing, at the end of the day support is still a large expense that some companies believe they don't have to bear. This seems to work for some companies better than others, likely due to different business models leading to different customer expectations and requirements.