you pay for the logo, but also for the excellent customer support. ive had many good experiences with apple in the past. most recent last week, took us 10 minutes to get all the info we needed about my friend's macbook problem, within 5 minutes the geniuses (their word not mine) had located the problem, the logic board was fried by a damaged magsafe.
ive only ever contacted micrsoft once, never again.