They are way, way ahead of you. Just in the recent months I've encountered the following models:
1. You can speak to a real person, but you'd need to navigate a phone tree in an exactly right way, many levels deep, and any wrong step would lead you to an automatic answer and disconnect. The exact options you need to press change frequently and are only partially supported by the voice prompts.
2. There's an option to speak to a person, but the call mysteriously drops each time you try to use it. Of course, to report the problem, you'd need to speak to some person there... you see how it works?
3. There's an option to speak to a person, but every time you try, they are on a meeting, or speaking to somebody else, or temporarily left their office, so you can leave the message. If you guessed you'd never get a followup, you're a smart person.
4. You can speak to a real person, but unfortunately not today, because we have exceptionally high call volume today. Try maybe tomorrow. Got this one from the IRS, for example. Guess what happens tomorrow.
5. You can speak to a real person. No, really. No kidding. Unfortunately, this person has no access to anything but filling up a request form that is filed into the internal tracking system. You do not have access to this system, and neither does the real person you're speaking to, except for filing requests. You don't know who, if ever, will be handling the problem, when it happens - the real person helpfully assures you it'll happen as soon as possible - and there would be no status update or feedback whatsoever.
6. You can speak to a real person, but this person is given a script - having things akin to "are you sure you computer is turned on?", "please restart your computer and see if it happens again", etc. - and will not deviate from it, and beyond that you're confidently told the problem is surely elsewhere and there's no way they can help you. There's no non-scripted persons to talk to.
7. You can speak to a real person, but your issue appears to be a bit complicated, so the real person will have to consult with the other people in the office and give you a call back tomorrow with the resolution. The call never happens. Next time you call you speak to a different person, which has no idea what happened before, so you have to repeat everything from scratch. There's no way to speak to a person you spoke before. Guess the outcome.
If you want to be cruel, add to it poor line quality (I don't know how they achieve it, but I've never had worse call quality than on support calls), random call drops and support personnel with marginal command of spoken English. But that's just an icing on top.