That's true about "customerS" but not for "a customer". There will always be a percentage of customers that expect more than the norm (for good or not so good reasons). The company cannot treat everyone's opinion the same, as they'd then need to design a product and customer support that makes the most picky person happy - which would be nice for all customers but very costly.
In the end, the company has to decide where they put the bar for "good customer support", from "making at least 50% happy" up to "making 95% happy" but never "making 100% happy". And of course, the price paid should be in relation to this, which in Apple's case, it may not be (but to be fair - I hear a lot of good stories about Apple support as well, so this one event cannot determine whether Apple does support well).
All it takes to make 100% of the customers happy at low cost is to give the other 5% special consideration when they aren't happy with the quality control that satisfies the other 95%.
Or to put it another way:
The cost to Apple's reputation of an angry blog post about ghosting problems on their flagship notebook is considerable.
On the other hand, the cost of simply swapping this fellows machine out would have been negligible.
In the end, the company has to decide where they put the bar for "good customer support", from "making at least 50% happy" up to "making 95% happy" but never "making 100% happy". And of course, the price paid should be in relation to this, which in Apple's case, it may not be (but to be fair - I hear a lot of good stories about Apple support as well, so this one event cannot determine whether Apple does support well).