Why? If two physical customers were there, they should get two phones, regardless of whether or not they were on a single plan. If they'd had this policy at the store I went to this morning, there would have been some pretty angry people in front of me.
Nonsense.. if two customers are apart of the same plan, both should be able to get phones. There is no reason for one to have to go back to the end of the line when that person obviously took the time to get his spot in line ahead of you.