I just requested support through the iTunes Store for some purchases that I made recently and lost when my iMac died shortly after purchasing them. In no time at all, I got a cheerful, thorough, grammatically-correct response. They re-activated my downloads and even went through the trouble of providing additional suggestions should the "Download Purchases" action not work (which it did). When was the last time you got a really thorough, friendly email response that actually solved your problem on the first go? Great support is so hard to come by these days that you've got to give props to the companies that get it right.