If you go to the apple website and save an order, and leave it there for a while, Apple will call you up and ask if you still want the product. Same thing goes for Applecare, at least they are letting your know its running out, and that you can get another 3 years worth for signing up again. Otherwise, applecare goes out, you Mac goes down, and you say, "Crap, my Applecare ran out! Why didn't they tell me!" So don't complain that Apple is trying to show they care, and notice you on their radar screen as a potential customer or returning one.