When a company begins an announcement with the words, "To further enhance a great customer experience..." what frequently follows is a statement that might suggest otherwise. Dell began its announcement of its new premium support option thusly, and as it outlines the inarguably great benefits — paying customers can talk to the same, North America-based technicians every time they have a problem — it is an unfortu­nate reminder of how quality assistance can often be lacking from many companies' customer service arms.