"because the people that didn't find bugs never had an excuse to contact us, so they didn't know we offered great customer service." Exactly the point I was ma

"because the people that didn't find bugs never had an excuse to contact us, so they didn't know we offered great customer service." Exactly the point I was making. Same applies to a service contract. If you offer a service contract for a price and the customer never has a problem they are less likely to renew the contract. I've noticed that the home warranty people cheerfully and quickly take care of any claims so to motivate you to renew your contract for the next year.