Geek warranty and other stuff for 2012.

[DanPacella]

Lifetime free replacements is not reasonable. 

Consider this:
In my opinion, it is not reasonable to compete in long drive and not buy a head or two and a shaft or two each year (unless you are good enough to where some kind of prestige comes to the club company from you hitting their stuff.) 
- If I were selling clubheads at close to or above $200/head, I'd give free replacements throughout one year to anyone that bought a new clubhead that year (so if you break a 5 year old head it gets replaced.)
- If I were selling clubheads at right around $100/head, I'd give free replacements throughout one year to anyone that bought TWO clubheads that year (so if you break a 5 year old head it gets replaced.)
Under either scenario, soon as you don't buy a clubhead off of me in a season your free replacements end. 
Also under either scenario, I'd reserve the option to return a pro-rated amount of cash to a person that busts my heads left and right (let him put someone else under.)  So if you bought a clubhead or two and within 6 months I've replaced them 10 times, I can waive the white flag and give you back 6/12's of what you paid. 

I didn't spend alot of time thinking that through so it may be a really dumb or completely impractical idea...

[cmondad]

Colon's thought is reasonable.  Another LD company, MOI, has a similar policy.  It was enacted for exactly the same reasons you are having contention with.  (Tired of eating the cost of new equipment from the foundries.)
To be simple, replace a "warranteed" head "at cost".  But understanding that "cost" might not mean how much Steve pays for it.  It might mean how much Steve pays for it PLUS the shipping and handling it takes to get it to GEEK HQ. Perhaps even a small addition for Pain -n-Aggravation!
My 2 cents.

Kevin