> Where do we invest, absolutely stunning human support?

That's a complete non-starter unless you're serving some extreme luxury premium market with absurd margins, and/or your customer interactions already require a lot of human involvement. So 99.9% of digital products are right out.

Good human support is absurdly expensive and will easily make your product 10 times more expensive than your competitor's. But almost no customer is willing to pay 10 times more for good support.

I disagree. I’m biased but the customer eng/support team we created at stainless was really good and that was a key differentiator during sales calls and post-sales. It’s expensive if you see it as an afterthought and just an expense you would prefer to avoid, but we approached it as an enabler role, a multiplier of sort: ensure customers feel they engage with peers, provide guidance to the eng teams, enable salespeople to engage meaningfully with technical teams, etc. For like a year it was basically just me and an awesome colleague handling the whole thing full time. We took the very explicit decision to have it as a very technical role and designed a culture that sees it as essential to the business (because it was), and that worked really well IMHO.

If you create a startup you really want to focus on a small audience that you understand and know really well, instead of chasing everyone. And for that a support team is one of the most important asset you have

I paid less for internet in the late 90s and had a good support to call. There is no way "absurd margins" are required.

the key differentiator is whether your business is aiming to provide a quality service, or is desperate to eek out as much profit as possible.

my example: A&A — uk internet service provider.

costs like twice as much as a normal service per month. but if i have a super technical query im on the phone with a fully fledged engineer in about 2 minutes flat. the kind of engineer that can discuss complex dns issues. i’ve had one help me debug a dns issue from a work site. it turned out quite quickly it was nothing to do with them but he hung around on the phone for 10 minutes anyway.

the first support person i ever spoke to was michael from wales. if i had to call up he was the first voice i would hear for years. he recently moved on and i was sad. we’d have a decent chat. big up michael from wales.

so, as it applies to at least one existing business — you are dead wrong. it might be twice as expensive as the people trying to maximise their profit margins, but it’s definitely not 10x more.

Plenty of companies are willing to pick RHEL or paid Ubuntu for that very reason, even though they are infinity times more expensive than free Debian

Apple has pretty stellar support in my experience, and while I don't buy Apple stuff for other reasons, this is a strong attractor. For B2B products/services, it can be a huge differeniator as well, in my experience. But it was really just an example, it might not be the call most companies make. Maybe most will still just invest in being faster or cutting costs. I just hope that's not how it's gonna be.

Counterpoint: Take a look at consumer cellular. I would say it’s drastically cheaper than verizon, at&t, or t-mobile, but the customer support is better than all 3.

Software's absurd margins was like the whole pitch.

If your product MSRP goes up 10x because of a single OPEX line-item, the failure isn't the product, it's the business leaders.

The fact that I can speak to a human to refund a $2 item on Amazon proves how wrong you are.