If the support contract came with the refundable part, I'd be more enticed to purchase said contract. I so rarely have issues that require support a $25/per incident would still be so so much less than the typical prices of support contracts. To then have that $25 be refundable when it turns out there's an actual issue with the product would make it a no-brainer. After all, if your product wasn't broken, I wouldn't need the help of support. Which means you sold me something that doesn't work.
That would take engineering time and resources. Given the multiplied bell curve distributions of technical aptitude, domain experience, and whatever else might compel a person to solve their own problems, this audience is vanishingly long tail.
If you put the direct contact link on the website, people who forgot to plug the product in will find it.
Another solution is to hire more customer support staff. But that's costly - headcount, training, etc. And there's a lot of churn from downright abusive customers.
A business has a million other things that need attention.
