I got involved with one of those executive relations guys. I didn't get any offer to have a hand picked iPad sent to me. He asked me to email pics of the screen, which I did. He said he was going to forward them to "engineering"...aka the guy in the next booth at the call center. Engineering reported back that my clearly dodgy screen was "within spec". The upside is they didn't spin my wheels by sending me a worse one.
Apple CS talks a warm fuzzy game, but they're no where near as warm and fuzzy as they were 5 years ago. They're too big now. They can't afford warm and fuzzy on the scale of customers they have these days.
Wait a minute. They're a multi billion dollar company, and by all accounts, they're idly sitting on the majority of their vast fortune. Aside from creative tax sheltering and a few million here and there in R&D, what are they doing with these billions? They can afford to keep up the warm and fuzzy, and the QC. They seem to be choosing otherwise.
I had a totally different experience, my problem was an apple store refused to exchange my first iPad. He had called them and told them to exchange it, I exchanged it and took it home and it had a yellow screen. I called the CS guy back and told him. He offered to send me one and I said no I would go back to the store. The 3rd iPad was the charm for me. The CS guy then called me 2 different days to make sure I was still happy with my ipad3.
I guess it just matters which rep you get for your case. I was very happy with mine.