They also advertise it as "hassel"-free, which is funny.

Nut allergies can be serious business.

Only if you buy that one phone from them on their website.

You could not get that phone second hand (or from any other reseller) and send it in to them for repair.

That's basically "insurance" included in the price of the phone, not a "pay for what you broke" repair center.

They've had that program for prior phones of theirs, that were not directly bought through them.

Source: I first heard about this program from my reseller-purchased HTC One m8.