Come to think of it, for them it is basically customer support.

Most will want to outsource it as cheap as possible and/or push it to the community. They won't care if it takes an eternity for the customer to get their issues solved as long as new customers keep buying.

And a few companies will see an opportunity to bring better customer care as an advantage and/or integrate it in their philosophy.

And it's the reason why for several years I didn't consider buying anything that had an AMD card (not now, but for many many years it was insanity).