I'm with Art on this one. Live support, with relatively few exceptions, will be level 1. Only simple issues and tasks can be handled by them. For serious matters, you're likely to be asked to put in a ticket.

Live support can also be great as a sales tool, answering presales questions and letting the customer know "someone is there" -- something for hosts to consider in this day and age when competition is so fierce and the cost of acquiring a customer can run so high, and sales closure rates can influence this decidedly.