Sometimes, I think Apple are too nice for accepting returns of perfectly good MacBooks.
Apple's success with their laptops is probably to some degree boosted by their willingness to take people seriously.
I exchanged my MBA 13" twice, before I received one with a keyboard that "felt" right.
No doubt that not only would a PC vendor never have exchanged a computer that was working perfectly, but didn't feel right, but neither would a non-Apple store selling the same product (MBA).
For me, as well as a lot of other people, knowing that their problems are taken seriously, regardless of how pathetic the problem may sound... makes for a big argument to pay a significant premium over PC counterparts.
The same goes for almost anything that I would buy. If I know that there is a more or less "no questions asked" return policy, I will be much more willing to buy.