From reading through the posts it seems there are a couple reasons this can be happening now. To paraphrase:
It seems odd for Apple to be doing this, but not completely out of left field since there seems to be a need.
Apple is doing this now to get employees and customers oriented with the new "area" before a big rush, either next years iPhone release or the hoard of people getting an iPhone once AT&T's exclusive contract runs out.
Apple is doing this because they can. Simple as that.
It seems odd for Apple to be doing this, but not completely out of left field since there seems to be a need.
Apple is doing this now to get employees and customers oriented with the new "area" before a big rush, either next years iPhone release or the hoard of people getting an iPhone once AT&T's exclusive contract runs out.
Apple is doing this because they can. Simple as that.