There are certain things that just don't go together very well. I've realized that "customer service" and "high tech" might just be two.

One nice thing about direct mail is that if you have a problem you can call customer service and speak to a person. You always have the option of sending the product back.

The Apple Store is taking super high tech to a place it shouldn't... customer service. Hopefully you won't have to do this, but if you have a problem with an item you bought from their store, you can't just walk in and get help. No, you have to go online and make an appointment with one of their "geniuses". And you have to do this 24 hours ahead of time. Then you get to choose a time available for only 15 minutes. I bought a Mac Book, it broke, I need it fixed. Simple. Nope, not in the world of High Tech customer Service. Make an appointment we'll see you when we're available.

Put up one point for Direct Mail.