Whadayamean? It's what they did last time 'round. iPad 1 3G came out on a Friday at 5PM.
A lot of people do have money for one, time to stand in line a couple hours for it, and enthusiasm to do so. A lot of us who don't are still amused/intrigued by the notion. Nothing wrong with that.
iPad 3G launch was MUCH different than iPad Wifi only launch, I walked right into an Apple Store at 5:30 after work and walked out at 5:40 with my 3G iPad.