As part of its online support, Apple has discussion areas (basically the same kind of setting as a newsgroup) where customers can post questions. These discussion boards are especially helpful for two reasons. First, when you post a question, you can check boxes to have contents of the thread e-mailed to you either as individual posts appear or as a daily digest.

Second, just as importantly, designated "helpers" populate the support system. This gives inquirers and readers confidence that they will receive helpful and legitimate information. This, in turn, encourages use of the bulletin board, a less expensive support channel than the one-to-one telephone call.

That said, Apple is smart to call these designated assistants "helpers" instead of cloaking them with more blatant manifestations of agency. (On the AT&T Wireless Web site, equivalent authorities are designated with a small AT&T logo next to their username.) The stakes are high with technical support, and if recommended remedies are misinterpreted, ambiguously communicated, or misappropriated and unwisely applied by a third party, a user can lose data. Even if actual legal liability is limited, any perception that Apple-related personnel made someone's situation worse would damage the company's reputation.

The "helper" designation is ideal. It establishes confidence in a less expensive support option for the company. But it's also somewhat passive and ambiguous, and suggests that these people can be a little more experimental than official call center representatives or other clearly identified Apple employees.