I get the feeling that Microsoft is changing in many ways, not the least of which is their approach to customer service. The Surface Pro 3 is incredibly important to them--not necessarily in terms of how many units it sells, although I'm sure they'd love to sell millions, but rather in terms of the perception it creates in the market. They NEED their "one OS, many devices" strategy to work in order to compete against Apple and Google, and the SP3 is vital to that strategy. The last thing they want is tens or hundreds or thousands of well-publicized complaints about poor customer service, terrible build quality, etc. (which they'll get to some extent no matter what, because the tech press does love its controversies). I've found the Microsoft Store staff to be incredibly accommodating when it came to questions and issues around my SP3, replacing my Type Cover because I didn't like the feel (and I was wrong about that one, there was nothing wrong with my first one), replacing my SP3 with no questions asked because of an audio problem, even adjusting my purchase price to reflect my wife's educational discount--including the Type Cover, case, Microsoft complete bundle that company policy doesn't allow the discount to be applied to.
I think the Store staff has received instructions from on high to do whatever it takes to create happy customers. To me, this indicates a new and much more aggressive Microsoft that bodes well for the platform.