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Anytime I have an issue and can speak to an actual person that is knowledgeable (knowledgeable being an extremely important caveat) to resolve the problem, I consider that a major plus. I haven't really experienced any unresolvable issues with Google Apps, but being able to access customer support if I do is a comforting bit of insurance. Even so, my first reaction if I cannot resolve an issue is to go online and seek help in a forum instead of ringing tech support. If Google's telephone support is available for all users, and not just admins/IT, it could be a real time saver for me if employes start attempting to answer some issues on their own at a higher rate.