Part of my point is this: shipping what I received is a good way to turn a first-time customer (which I'm definitely not) into someone else's customer. We have many very good tools available to us these days, especially at these prices. If I weren't buying for a friend to fill out his set, I'd have actually chosen Wiha because I prefer their fixed-handle stubbies over what's available from Snap-On today (Instinct hard handles only). Heck, I even prefer the Wera stubbies over the Snap-On (though I tend to not like pure black handles since they are good at hiding themselves in engine bays and other places). But that's just me; handles are typically a personal preference. For my own use, I don't reach for a fixed-handle stubby but on rare occasions; I prefer my Snap-On ratcheting stubbies. My most frequent use of a fixed-head stubby? An ancient Craftsman slotted to open paint cans at home. But my point here: it's not difficult to find an equally good product at these prices from a competitor. Some of them truck brands, some of them not.
I want Snap-On to be successful and continue making excellent products. I start to worry when I receive tools that are sub-par while still carrying the premium price tag. It erodes the brand association we talked about recently, and I don't really want to see Snap-On go downmarket (I want to see premium tools with the necessarily premium price tag that goes along with the excellent product and service). I have no issue when something is damaged in shipping unless it was very poorly packed (which has never happened with anything I've received from Snap-On; it's always packed well). But when it's packed by a human at a premium brand's facility and carries a premium price tag, I expect what's packed to be new, unmolested product. If I don't get that, my expectation drops. The next thing you know, I'm looking at alternatives on my next purchase. Premium brands have a price barrier around them. If you cross that barrier and get burned, you might decide you're never going to cross it again. I'm not worried about crossing the barrier again because I've got a long history with Snap-On. But LOTS of people are easily turned off by these kinds of experiences, especially if they're first-time buyers. If it starts happening to me regularly (I hope it doesn't), I'll start making more purchases from other brands. I'm not wed to Snap-On and never have been. I consider COO in my purchases, but it's lower priority than getting a very good product. My tool collection is very diverse on the brand front.
As a shareholder, it also concerns me; it costs more to ship a simple product twice due to skipping visual inspection than it does to visually inspect and ship a good one once. For something this size, it likely costs more to ship it than it does to produce it, even when the shipping doesn't cross a border. The cost of losing an opportunity to turn a first-time buyer into a return customer is difficult to quantify but it's not insignificant. Of course some at Snap-On know I'm not a first-time buyer; they have my purchase history. But the person packing the shipments likely doesn't know I'm a repeat buyer and certainly doesn't know what it takes to lose me as a customer. I'd like them to assume everyone's a first-time buyer and that the first impression is critically important.