The ISPU used to be a full-on party. I remember camping out in the mall waiting for the store to open... Apple employees would be out in the mall passing out snacks, water, etc... everyone just hanging out and making new friends, sharing the excitement...Samsung even poked fun at the event because they could not match the excitement about their new phone launch. Then Angela Ahrends came along and ruined it for everyone...
Now, most people pre-order and sit home by themselves waiting for "brown" to show up.