I had a minor quality problem with my Apple TV downloads. I sent an email to Apple. They refunded all my money for both series I had purchased (which can still be watched, the color is just a tad off), and when I thanked them for their responsiveness and generosity, they sent me this:
You’re very welcome. I’m glad to hear that the issue has been successfully resolved.
Nothing makes Apple happier than to hear that we have pleased our customers. I hope that you continue to enjoy the iTunes Store.
Remember, we’re just an email away should you need any assistance in future.
Thank you for being valued Apple Customer. Have a great day ahead!
iTunes Store/Mac App Store Customer Support
How can you not love these people?