That's a really good point about customer service. Google's customer service is awful (AdWords & AdSense) because they're so insistent on not involving a human. In the same way as 90's MS they've used their monopoly as an excuse for bad customer experiences.
Testing indicates its not the result quality that makes people like Google's results better, but the brand. So I agree - going directly after the brand makes a lot of sense.
I have a few friends who work in OSO at Google and they most definitely talk to customers all the time. In fact when you first start in ad-sales at Google you have to man the 800-help line taking calls from frustrated customers. Or at least you did a year ago.
Testing indicates its not the result quality that makes people like Google's results better, but the brand. So I agree - going directly after the brand makes a lot of sense.