Unfriendly?! I think it's fabulous, considering that the typical Apple product for which I pay many multiples in AppleCare charges upfront barely merits one or two calls in the first three years. I think customers are going to love it. (Unless, of course, you were being sarcastic and I missed that). My worry, if anything, is that it might make people hang on to their Apple products for longer, thereby delaying revenue.