that might might not be the case over here though.
who knows what they will do, but then if you can buy them in the apple stores then it should work the same way unless they have o2 stalls to set up the contracts.
Apple were advertising for 'Activations Manager' on their job site - I think that pretty much guarantees that it'll be the same as in the US - a bit of DIY on our part.
-Leemo