yeah I can't imagine what its like for hardware makers. In an industry such as this where everything is very sensitive to esd and other components failing, its amazing anyone makes money.
A compnay like new egg seems to have excellent service.
My biggest issues was never with mb's but back in the 7900gt days. This was when they had huge issues with overclocking memory by default, and the memory then becoming corrupted. So 3 seperate times I had to rma' the card. That is expensive when yoru shipping to CA, but luckily they were nice enough to let me return the 3rd one free of a restocking fee.
I bought another brand instead of xfx, evga. Very happy after that with no more issues.
I will highly recommend and swear by evga. Their service is excellent. I very rarely have had issues, but when I did, they took care of me. Now that is how you build a reputation and have return customers which is so important in todays world of computer hardware.