I don't know, the Help page concept is a standard part of using the Internet and computers. I agree that a beefed-up Help section would be a good idea. No offense to Auctiva support (I've yet to file a support case) but personally I'd rather look it up than have to file a case and wait for an answer -- assuming, of course, it's something fairly broad and common.
This way you can still get your answer quickly when, for example, Auctiva staff is stretched a little thin (during a crisis, during the weekend).
Also, although the forums are an excellent place for help and advice I'd never suggest that it's a good place to get help quickly. There are a lot of people posting here but not necessarily enough for that. I see too many first posts sit for hours and days to know better. But it's still a great place for assistance.