When I picked up my iPhone 4 from AT&T, the guy told me that he needed to activate it in-store. I was slightly disappointed but told him to go ahead. However, he needed the account holder's (my father's) last 4 digits of SS#. I took a risk and told him that I didn't know, and he sent me on my way with my unopened phone in the box and a cute orange bag. I activated it myself at home. Honestly, it wasn't the end of the world if I didn't get to do it myself, but I kind of felt like a little kid at Christmas when I took the shrink wrap off the box and was the first one to touch the phone (obviously, other than the kind person that packaged it overseas). I guess we all have a little fanboy-ism in us...