As a relatively recent (3 years) convert to the Apple Way of Doing Things, I find myself somewhat baffled by the 5S rollout. I say this because it seems to be calculated; new device; little inventory; make lines. I thought that Tim Cook seemed to be a decent guy; stepping into the shoes of a legend cannot be easy. But even with Apple, with all their clout and cool credibility, this just reeks of hubris. Show the world how bad they want us. Make them beg, we will give them what they want when we choose to. But most importantly, we are Apple; we rule the universe, and They will eagerly take what we choose to give them. I will buy an iPhone 5s, because I'm due an upgrade. But I won't stand in line to do it. I love Apple. But not unconditionally.