Shure Cusomer Service

Last December I treated myself to a pair of Shure E2C In-Ear Headphones for my then new iPod Nano.
They were perfect for my commute on the tube as they go right inside your ear canal, blocking off almost all external noise. In fact they work so well that I can put the iPod on 50% of the previous volume level and get better sound than before!
But, recently the cable had started to degrade, just in the position that it loops over the ear. It seemed the moisture from my skin had attacked the cable, making it brittle.
I googled the problem and found that it had happened to a few other people, so, armed with this info I went down to the apple store to see what could be done. "Ah, yes, you neeed to call Shure, and they'll send a replacement" said the nice Apple lady. Most people would feel palmed off by this answer, but, working in retail, I know that it is usually quicker to deal directly with the importer, if they allow it.
So, I e-mailed Shure and they replied straight back with a number to call. 15 minutes later, the phones are in the post on their way to Tottenham.
They specifically told me to just send back the 'phones, not the case, not the foam tips, just the phones.
Two day later, in the post is.... A brand new boxed set of 'phones, including case, tips, everything. Cool! (And I was expecting a pair coiled up in a baggie stuffed in a jiffy bag)
So if they ever read this, many thanks to Shure for your helpfull, speedy, complete, customer service.