Cherry is no less reliable than ALPS or Buckling Springs in my opinion. They can all break when abused, and can last a lifetime when properly cared for.
You guys need to remember that we're talking about a mechanical device that has 80-120 switches in it at least 300-400 moving parts. Their life expectancy is much longer than a rubber dome board, but there is more opportunity for something to fail when you have so many points of failure. Often issues happen in shipping or a user accidentally hits a board, or spills water on it, or uses an underpowered usb port. If the keyboard is well cared for and not abused, it should last a long time, but we put them through a lot that can result in failures.
You don't even want to know what I've spent at Elite keyboards. They've taken care of me on every order, shipped fast and when I did have 1 issue it was promptly resolved. Contact Elite, they'll help you out.