Order iPhone online, pick-up in store?

Apple recently introduced a sort of “in store pick-up” for their iPhone. Basically, you sign up for the service online, create an account, and choose your rate plan. Then you head over to the Apple Store of your choice to pick up your little device. If only they thought about this before people started waiting in line outside of an apple store a week before the iPhone was release. Better late than never I guess. Find out more information here.