High Cost of Consumer Support

Just got an email from a PR agency which reads in part:

Given the emergence of online consumer tech support services over the past year we thought a trend story about how these new services are offering consumers a cost-effective and highly efficient way to resolve home computing security issues (and much more) would be very timely.

To substantiate the need for the service, the same email includes a Consumer Report estimate that "U.S. consumers spent $7.8 billion over the last two years for computer repairs, parts and replacements".

The PR message offers, "...for a more in-depth service review we'd be happy to provide you with access to BluePhone -- let us know and we will have the company set it up."

I looked up BluePhone and discovered they charge between $30-$100 per incident. Flat rate is $200 a year. The population of the U.S. is approximately 306 million, so the estimated $7.8 billion over two years works out to less than $15 a year per citizen.

How exactly is going from less than $15/yr to paying $200/yr considered cost effective?