It's not the damage or the money Trevor. It's the fact that they do a terrible job, ignore your requests (since when is taking sideroads an unreasonable request and there is no way any company in the world would pay anyone $45-60/hour to eat lunch - they can do that on their own time!), and at the end of it all you have to be disrespectfully treated by the owner who does everything he can to ignore you.
You don't rent a U-Haul and move things yourself because you want the piece of mind that your belongings won't get broken and if something does a moving company will at least work with you to find a comporable solution that's fair for both parties. This was a bookshelf this time, a floor in my case, and it could easily be a 52" Plasma or your grandmothers ashes that are broken and scattered next time. And in every case you'll have to deal with these [censored]-bags who break your things, take your money, and ignore you completely until you take them to court or the Better Business Bureau. So where's the piece of mind that you're buying then?
This company had all the chances in the world to work with this individual but instead they failed to return phone calls and mislead him at any opportunity. And if this is their business model for trying to get repeat business or good word of mouth then I say "STAY AWAY FROM THEM!".