I came across Rackspace from a Seth Godin blog post about attitudes to customer service. So you visit Rackspace and the first thing you see is a live chat box "Welcome to Rackspace. I'm a live Sales Assistant. How may I help you today?". Whether you use the service or not, you certainly know (assume?) that you're going to be treated damn well by this company.
(p.s. I only got the pop-up window on my first visit to the site).