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I think they really mean it.

Nice story; certainly over-the-top customer service! smile

I've never seen the Apple Retail Credo before, but it's quite a statement!

And I agree with you that they apparently reeeally do mean it.

The new Great Equalizer is the SEND button.

In Memory of Harv: Those who can make you believe absurdities can make you commit atrocities. ~Voltaire