when i first phoned them, i had some low quality photos of the screen and the guy said he wasn't sure if it was really a problem. i didn't want to take a 27" imac to a store b/c i have no car and apple wouldn't send me a box. so he gave me his email address and said i could contact him any time in the future with better photos.
months later i got a new ios device with a better camera, took a larger number of pictures, emailed him the link, and he sent an on-site repair guy to give me a new screen. no problem.
i think it depends on which customer service people you talk to. some are great, some are not so good.
(the on site repair guy was great too, btw. he gave me a lesson on how to open up imacs, change stuff, and put them back together)