It's supprising that this is turning into a debate. If the manufactorer is not to blame replacement should be handled by the consumer. It's rediculous to ask for anything else. The manufactorer is not, and shouldn't consider itself responsible for consumer actions; this is not bad customer service! If you think they should cover replacement under this example you're just trying to get a new rod for much less or free. If you think they should replace the rod for the materials cost alone you're just trying to pay less. You wouldn't ask a boat manufactorer to replace your drift boat if you total it on the river--insurance aside; and, hopefully, you wouldn't ask them to replace your boat for the cost of materials alone. Don't ask businesses to assume responsibility for you.