I have been contemplating doing direct fulfillment all week. After realizing there was an apple store ~120 miles away (Jacksonville, FL). I decided to take a shot. I checked availability last night and it showed there were all out of stock. I took a stab in the dark and left Savannah, GA at 7AM this morning. I arrived at 9AM, there were 3 people in line. I was the fourth. The guy said there should be TON of phones in today and no problem getting one. At 10AM the doors opened, an apple rep helped and after 10 about minutes I walked out with my iPhone. Cheers to apple. Now I have to figure out how to use it.