Why? If you just want an mp3 player in general, you can get a quality non-apple product for fairly cheap. I got a Creative Zen a couple of years ago for 30 bucks, and it's still working great (I'm listening to it right now).
The main appeal to an iPod for me is the amount of storage space (it can even be used as an external hard drive, pretty much) and I like to use iTunes as WMP11 hasn't been my cup of tea. They all sync so well, too! The only player comparable to this is the Zune, and I just have zero interest in that one. Plus, the iTunes store is pretty good, an excellent selection. I'm not going to go out of my way to NOT buy an Apple product, but iPods are worth the price IMO.
I have heard good things about the Zen, though. I just want an MP3 player with enough room to put my entire music collection on it.
Apple does have good customer support- they fuckin' better, for what they charge for shit-but I prefer how Adobe CS3 runs on my PC a lot more. Potayto, potahto though, right?
You should check out Archos' MP3 players. They have some damn good ones. They have ones that can access the internet through WiFi.