On the article itself, I love teh response of 5 years to how long have you been here. This actually happened to a friend of mine, asked a guy at the bus stop how long he'd been here "About 6 months". My mate just facepalmed, started laughing before saying "I meant at the bus stop"
As for the apple following. If it suits them then that's fine. Everyone has their own hobbies. Personally I think standing in line for a few hours for a phone is daft, then again in a week or so I'll be standing in line for a few hours to get into eurogamer... and then in march I'll be doing the same thing for comicon, so who am I to judge.