I prospose that next yr instead of dealing with the crazy lines and the pain of activating at the store, they should sell these units at the regular unsubsidized price plus a premium and then have everyone activate it like last yr over the internet. When they decide to activate on ATT, they will then get a credit back of the subsidized price. If they choose not to activate then they will just have to pay the full price plus the premium. This way it is a win win for apple. what do you think?