Can you put a price on 'feel good' factor?
No you can't. I have had that sort of service a few times, and I always recommend the company to people afterward, and tell lots of people.
A recent one was a memory upgrade for an iMac. One piece of memory failed after a couple weeks. I tested it thoroughly before asking for an RMA, expecting some validation process at least. Nup. They just said "We will send you a new one today, with a prepaid label to return the old one. You will receive it tomorrow (I did.) Oh, and sorry for the trouble." I was very pleased. Australian company
www.upgradeable.com.au.
The I bought four USB 3.0 SDXC card readers
Anker in the USA. Three were the latest model, which is what I was expecting. One was a slightly earlier version, marked differently, still worked fine, but was not as fast as the later models. I connected them as I wasn't happy. Explained it would cost me lots more to ship it back than it cost, which was about $9 I think. Asked "What can you do for me?" Answered "We will credit the price of one unit back to you today sir, and you can keep the reader." I was hoping for a replacement without return of the old one, but a credit was still unexpectedly good.
I've had other companies just send me a new unit, no questions asked, once I provide evidence of a problem. A Clock Radio comes to mind, replaced twice, free. I still have two, although one doesn't keep time well.
Some dispute it, or want something in return for good service, like buying more of their products (
http://www.chinabuye.com/ for example ), but sometimes you deal with a company that understands that it is a lot cheaper just to replace/repair/refund the product than argue the issues, and they get a great customer advocate out of it. I like those companies and people, and usually give them more business if I can.
Coincidentally, my HTPC has an ASRock motherboard. Good to know they are one of the better companies, baring the hiccup in the process.