This is SO annoying. How many weeks have O2 had to get their act together?! Why did they send out text messages to everyone if they didn't have a working website?!
I'm a web developer and if my client/boss had come to me asking to put a high profile launch site together, and then I delivered something that didn't work, I would expect to lose my job. I don't even understand why we needed a special interface to do our upgrade orders. Surely the standard store is quite able to cope with upgrades?
The online store will have a set number of units to sell on the "first come, first served" basis - let's say 20,000. In the meantime, new customers are able to place their orders and consume that stock.
Screw the loyal customers!