I personally thought the process was badly managed. I reserved an iPhone 4 to pick up at an Apple store, but saw dozens of irritated and resigned people sitting and standing in the reservation line.
At about 10AM (after dropping my daughter off at her daycare), I got to the mall where my local Apple store is, in Pleasanton, CA (SF East Bay), and saw the long, snaking line of walk-in hopefuls bunched up around the mall entrance. Then, when I got to the Apple store, I saw the reservation line snaking the other direction. If I had stood in line it would have probably taken me at least 4-6 hours to pick up my phone. If I had known this, it would have been a no brainer to have ordered the phone last week for FedEx delivery.
Apple should have had a second reservation line for people (like me) who just wanted to purchase, quickly activate, and leave the store to set everything up themselves at home. To clump everyone in the same line is a horrendous way to treat those customers who bothered to make a reservation. By the way, I didn't see any coffee or anything being served. In fact, the reservation line was interfering with the foot traffic around kiosk vendors in the walkways, which made things even more uncomfortable for those in the reservation line. Demeaning situation all around.
I left without the phone and had to place an online order -- after the 10-day wait -- because the store reservation process was so badly managed. Deeply disappointed.