CEO's of SaaS companies are beginning to notice a couple of vital aspects of their customer support operations. Their first wake-up call is the realization that they can't afford to staff their support team in the traditional way. The economics of an incremental income stream profits-realization model has no room for a cost-center support operation. The second realization is that they don't need as much of a support team. But in the space between those two realizations, there is a significant risk of a lost major opportunity. The SaaS model can indeed have a dramatically lowered product support burden for the manufacturer. It can also offer a powerful transition into customer centricity for those wise enough to take advantage of it.