This still doesn't make me want to get in line.
Pre-ordering is much easier for me.
Not everyone can pre-order. I know people who use cash only and computer illiterate. They prefer to walk into the store and drop their cash there. Also, reservation system works well in case of back order like iPhone 5 last time and people didn't want to wait. All you have to do is search for inventory at certain store and reserve the phone when it's available. Then you just walk to that store to make purchase there. I didn't it with my iPhone 5 and I got it 2-3 days after the launch while my friend pre-orders got delayed for few weeks to a month later.