I have a Gold phone that I purchased as device only, which I want to exchange to Silver -- something that I have been putting off -- because in the DC, Northern Virginia, MD (DMV) area, you can only do this in the morning (by getting a ticket). This morning, I went to the Tysons Corner store. I arrived at 7:30AM and there were already 15 to 20 people in line. When the Apple employees came out to hand out tickets, there were 3 employees: one had an Ipod touch. Before handing out the tickets, they scanned the line and looked at their Ipod touch. Before they gave you a ticket, they showed you a sheet of paper: (in English, Vietnamese, Chinese): it read there is a strict limit of 10 phones per person (meaning you can only buy a total of 10 phones from that store across visits). They refused to give tickets to 3 people -- the Apple employees cross-referenced the faces of those standing in line with the pictures from the Ipod touch. I assume they take pictures of you when you buy a device only phone. For at least 2 or 3 others, the "ticket master" made sure they understood they cannot come back after today to buy more phones. Of course, by the time they reached me, they didn't have the Silver I wanted. But it made me feel good that I can come back (on Tuesday when Monday deliveries should have a big boatload of phones).. and try to score a phone.