i think this is brilliant marketing on apple's part.
Anyone who was going to return their iphone because they were unsatisfied with reception was going to have to get a different phone. Then they realize that all the other possible phones they could get exhibit the same behavior and they realize that it's not a problem exclusive to the iphone, but it is one that all phones share.
Apple's basically just proving that anyone who switches to the Droid X from their iPhone hoping for better antenna function is going to be disappointed.
So why didn't they have that problem with their 3G or 3GS?