We all know that what you've said is true, that MS doesn't actually provide any actual support to their retail customers, and if the customers asked, they wouldn't respond. But they have somehow fooled them into thinking that they would, and Compaq uses this to their advantage. No sane person has ever called Windows technical support, mostly because there would be no point, and it isn't even toll free. But the fact that they have a telephone number makes all the difference to the idiots. Some people trust the name, even if the name (or the company behind it) doesn't offer any reason for trust. Retail culture is set up to deal with corporately branded products, and Linux isn't one of them.