I never order online anymore. I always use the phone service person. Why? Because I have a conversation like this:
Salesperson>Would you like the AppleCare Warranty?
Me>I have a year to decide, right? Naw, Maybe not right now.
Salesperson>If you buy it right now, I can offer you a discount of <something substantial usually, like $100-$200 off - that's what happened last time>
Me>OK. Sign me up.
Note: If you let them offer you the discount, they may cut you a break. But if YOU ask for the warranty outright, you'll pay full price, unless the salesperson is being a total sweetheart

, in which case he/she may offer you the discount anyway. This happened twice last year - when I bought my own laptop, and when I bought one for my mother. (I fixed her Windoze problem for good - she uses AppleCare occasionally since I told her to call them first, not me, I never use it.) I got $100 off AppleCare the first time, and $200 off the second time.
You have no incentive to buy the warranty immediately so it's to their benefit to offer you a discount, as once you've received your purchase and are happy with it, you'll be less likely to buy the warranty unless you have a problem.
Anne Marie