I think that your comments are most unkind. If sales of computers were limited to those who are experts or IT professionals, I suspect that Evesham for one would not exist; neither would most of the names we are familiar with. The industry must carry much of the responsibility in promoting PC`s as easy for anyone to use.
Whilst I do not propose to go into details about the £100 cost for the visit of an Evesham engineer, (although it seems well over the top), I would dispute that a call on 50 such customers would cost the company tens of thousands of pounds. This would mean at least £400 per call; incredible!.
I hope the attitude of the support industry is not that if we don`t know how to use them, then we are too stupid to own one. A joke, as you say, but I suspect there is a grain of truth in the sentiment or you would not repeat it.