I have run a couple of support operations. Yes, you certainly can automate 90% of the support. It's the last 10% that you can't ignore. Those problems are no

I have run a couple of support operations. Yes, you certainly can automate 90% of the support. It's the last 10% that you can't ignore. Those problems are not only more complicated to solve, they're also some of the more important problems to solve. If 10% of Facebook's users have a problem, and 90% of those can be automated away, that's 30 million support tickets that need human intervention. They've decided just to ignore that as an issue, because it would be expensive to fix, and they can't throw software engineers at the problem.