I can speak from personal experience actually. Well, when I was buying my Lumia 1020, just a matter of days after it came out, the Microsoft Store rep. who was selling us the the device told us about the insurance. $100 for an extended 2yr warranty, and accidental damage coverage? Sold!
Glad we bought it, because just a month later, I managed to drop it in the parking lot (I was foolishly not using the camera strap, and I had taken off the camera grip just moments prior. Lesson learned), and the screen shattered. After I got back from vacation (thank goodness the camera was fine!), went to my local Microsoft Store. I showed them the phone, explained I bought coverage, and they asked for the email I used when buying it. They looked everything up, and within minutes, they were taking the new 1020 out of the box and swapping the SIM cards.
It was an interesting experience, the guy who originally sold me the device was just getting off his shift, so he walked over and exclaimed his appreciation of me getting the insurance, as it came in handy. The other Store reps were also a bit satisfied that I knew what I was doing (I.E: backing up my device, wiping the data off it, restoring from backup, etc.). It made an experience as rotten sounding as getting your shattered phone fixed, actually not so bad. Oh dear me, sorry for going on a tangent there...
Basically, in essence, the insurance costs $100. You get a 2yr extended warranty, as well as accidental damage coverage. Should you break your device, you can walk into your local Microsoft Store, and they will look up whatever email you used to make the purchase. You get charged a $50 deductible, and they swap the phone on the spot, no questions asked. They said they believe you're limited to two accidental breakages, before you have to start paying full price to get your device fixed. You don't get to keep your broken device, they take it, wipe the data, and send you on your way with a new one. Also, you only get a new version of what you take in. I.E: if you only take in the broken phone, they'll only swap the phone, and you don't get a new USB charger or anything of that nature.
The insurance is actually really fair, if you ask me. Saved my ****, that's for sure, and definitely a lot cheaper than paying $700 for a new phone. I'd highly recommend getting it, it's fair, easy to claim, and a good deal, really. You'd have to be an ***** to pass this up.