"We do this as well, for a product that has a low per-seat price, and it's a huge competitive advantage"

Bingo. It really is a huge competive advantage. I mean, do you know anyone who likes going through those automated voice calls, or has to be put on hold for 15 minutes to just speak with someone about a discrepancy?

You could argue that companies like Zappos wouldn't have been as successful if they didn't value customer service so much. It's the same with non-tech companies like Nordstrom's, Patagonia or Whole Foods. People like being treated well and they remember that the next time they shop.