How to compete with Apple's ProCare?

I'm a semi-switcher, I purchased an iMac in Nov '05 and have been learning how to use the OS and specifically iLife '06. I still love my PC's and more Microsoft Small Business Server, but iLife is pretty cool.

I just signed up for Apple ProCare for $99, 1 tune-up and up to 52 hours of personal training, that's an amazing price! How can the PC market compete with this kind of personal training. I have a company that provides consulting services for the PC and could not exist by offering such a low price for training. So how are they making money on this and is this an entry price that will go up drastically next year?