I will admit this, when the 3G came out, me and my wife got up at 2am, and went and got in line (we were like #8 in line), and towards dawn, they brought us free Chik-fil-a breakfast, free tea or coffee, and it started raining heavily right before the store opened up, so they started ushering people in and zig zagging them into the mall. When we walked out, I remember seeing a line that went towards the entry door and thinking "Wow, that is a lot of people!" and then walking outside and realizing that it wrapped around the entire mall building and down P'tree street...in a storm, in the middle of summer...and they didn't have anywhere near enough stock to cover all of the people, lol.
It wasn't a terrible experience, but I'd never willingly do it again.