Excellent customer service isn't blaming the user for a design flaw (You're holding it wrong).
Excellent customer service isn't making the customer to feel like an idiot when Apple themselves knows it's Apple's fault (touch disease, intentionally slowing down iPhones).
Excellent customer service isn't claiming there's no issue with a keyboard, making customers pay for the repair and then admitting to their mistake by adding a thin layer of silicone the next model in hopes of fixing the issue when in reality it does nothing of the sort.
Shall I continue?