Lots of good feedback here, thanks. I own my own software company so I have opinions about the way customer service ought to be, regardless of whether you charge $100 or $1000 for your product. It's all about the attitude you have towards the topic of support at the end of the day (for me, anyway). You never want to make your customer regret having reached out to you for help, regardless of whether they follow your rules or not, read your documentation or not. Customer service is not, IMHO, 'customer service only in certain circumstances' or 'only if you're good.'
I have worked in the video game business for a long time, and in the days when most games were PC-based boxed products, selling for $50 or so, one single customer support call from a single customer ate up *all* of the profit from that individual sale, so I am painfully aware of how costly and/or tiring those calls can be, and the effort it takes to minimize the bugs any piece of software contains. If that customer had to call or email two of three times, then supporting that customer really cost the company. So, we trained people to work hard in that first call / email exchange to correctly identify what the problem is so that it could be fixed in that first call.
And if the customer had to reach out multiple times, then, somehow, you screwed up that first response. Maybe that first response is to take the customer through painstaking mind-numbing simple steps (unplug the router, now plug the router back in) but the idea that you should EVER imply that it's the customer's fault is a big no-no.
I have had great thorough support in my life from shareware authors ($15 investment) as well as professional tools costing $700 a seat, so this is not related to how much money you get from the customer, it's about your desire to be of service.
IMHO
Clearly not everyone shares this view, which is fine.