Activation FYI:

The apple store I went to gave me the option of doing a quick sync or not to iTunes (you would do it when you get home).

What this means:
*Your phone probably won't work until you sync it with iTunes (so if you want to use it out the store, my guess would be say yes!)
*If you opt to not have them do it - you get a sealed box, and can make your coveted unboxing videos
*Your iPhone is scanned and connected to an ATT account (which you must sign an agreement for)

What this doesnt mean:
* You are not walking out with an "unlocked" phone if you decline this service
* You are not contract free