Actually, for some people, ProCare is a great buy. Think about it. You get to schedule one-on-one training sessions, for up to an hour each, up to once a week for a year. That's as many as 52 hourlong lessons for $100, if you use it to its full potential.
This is really good for two types of people: those who are new to computers, and the elderly. Would I ever schedule a ProCare appointment? No. Like most of you, I like to roll up my sleeves and have fun experimenting and learning on my own. But I bought ProCare for my grandmother, who is going on 70, and she absolutely loves it. She called me to tell me how at her last ProCare the Mac Genius showed her step-by-step how to put a slideshow to music using iPhoto and iTunes. She's having a lot of fun with her new iMac, and she wouldn't even know how to do much with it if it wasn't for her ProCare. Now she goes every week for an hour. This same sort of thing applies to people who are using a home computer for the first time.
As far as I'm concerned, the "flash your card and get quick service" aspect is neat, but not at all the main attraction. It's a way to help beginners get to the next level in using their computer. And if you use it like my grandma does, at $100 for a year it's a steal.