Purchased a new Model 60 S&W last month. Submitted docs for rebate. Didn't hear anything for a month. Wrote and followed-up. They said rebate closed, sent them info showing I had submitted docs well within time period allowed. Eventually they said, didn't matter - "too-late, program closed". Stopped dealing with the rebate company - went to S&W direct- they said, "yes, all true, but sorry - too late".  It's NOT the $50. It's the quasi-bureaucratic bullshit.  I have no real power in this situation, other than to promise to never buy any of their stuff again. Ever.

did S&W lose a customer?

In perpetuity. (And I got a lot of their stuff).

I had two that went through painlessly online

Wish they were still doing that rebate

Weird. I got my S&W rebate in a couple of weeks. My Beretta rebate, on the other hand, I've been waiting on that since November!