Sometimes you just need to deal with someone who is not only outside of the original situation but has the power to do something about it. The complete corporate directory isn't available for people to sift through to find someone to help us. We just know about customer service...and the CEO (more or less). For example, back when the white plastic MacBooks came out, my wife got one -- it was riddled with problems, including case cracking and loads of other problems (don't remember them anymore). Long story short, months of getting no where with regular Apple support (going through repairs, weeks w/o her laptop), she emailed Steve Jobs. She got a brand new laptop as a replacement. It's unfortunate to have to contact a CEO to deal with a seemingly low-level problem but as customers paying thousands of dollars (on a MacBook, or over the course of a cell phone contract), when we have a problem that we can't get rectified through low-level employees and their supervisors, what are we supposed to do?