> Had they built a better, more intuitive product, they would get fewer support calls and wouldn't be struggling with costs.

As I mentioned, due to high support costs we worked to improve the UX and we ended up dropping our support costs dramatically.

Doesn't change the fact that everyone who did call cost us more than our profit on the sale.

Customer support is expensive.

Microsoft used to charge for customer support back in the day (90s). The way it worked was that if it was your fault, you paid, if it was a product bug, there was no cost for support. While not a perfect system, it at least aligned everyone's incentives in the right direction. (The huge glaring flaw being it was MS that decided if they were going to charge you for the support call or not...)