These are the stories that should get out there, especially with all this talk of "the apple tax." I will gladly pay more for a company's product when they stand behind it like this... My little brother (finishing up his soph year of college) has the white macbook 2.0ghz. (or is it 2.16?). Its about 2 years old now (though he does have apple care) and it is now on its third keyboard, second optical drive, and second hard drive. He does carry it around a lot, but heck its IS a laptop aimed at students and portability is it not? Plus, its always in a padded laptop backpack and after the first keyboard he has been careful to not let it sit with books on top of it in the bag... anyway... The keyboard chipped again. After calling Apple and spending 5 mins on the phone explaining the history they offered to replace it with the new unibody 2.0 model! He didn't have to get upset, elevate it, or anything else. Just calmly told them what had happened and they were awesome about it. They are going to let him hang on to his current macbook so he can finish his classes (cant NOT have a computer during finals), and after next week they are giving him overnight shipping labels. They are sending the new one overnight as well. Anyway, just wanted to pass along some kudos to Apple. That truly is exceptional service. I am thinking I may need to add apple care onto my machine before the 1 year mark. I am curious as to i this is why he has gotten an even better level of service?