Hit and miss....
You have three choices, and they are phoning it in, and even if the first batch is depleted, you can still get one on another batch which of course will take longer to receive, but is the most convenient, but the time factor means loosing some sleep, or going to the store early, and hoping you will not be met with a long line, or calling in a Carrier. I to will be getting up at 3 AM, and trying that method, and will never go to an Apple store early for just a phone. Not that important.
I want to purchase the AppleCare + as well, and the Apple store online is just another plus for me over a Carrier that will not give you this, not to mention they have the 30 day return policy. Carriers only give you 14 days.