Although online support and 24 hour service are good things, they're no substitute for well staffed support departments. Customers shouldn't have to stay up all till midnight to get help with their computer. Going online, while a great idea, isn't an option if your PC isn't working in the first place. Even if you can get through online, it's no substitute for a conversation with a technician. At least I didn't have to pay to talk with Packard Bell's tech support.
Some companies charge for the privilege.
For what it's worth, I've been told by a spokesperson that they won't charge if the question is about the hardware. I had better luck with Dell which offers free technical support on hardware and software. I got through on the first call and was told by a machine that I would have to hold for 10-15 minutes which is better than getting a busy signal or having no idea how long you'll be on hold. It took only about three minutes for me to reach Apple's tech support in the middle of the business day. I find these exacerbating.