IPhone 3G purchases with IRU discount at AT&T Retail only (KB article)

Having stood in one of the long lines on Friday for the iPhone 3G at an Apple Retail Store, this KB document which was just posted yesterday could have saved us lots of time on launch day.
http://support.apple.com/kb/HT2349
Most of us had to walk in the store, find out that we couldn't purchase an iPhone 3G because of an IRU discount on our accounts, call AT&T multiple times (each call wait time around 10-15 minutes) to find someone who would take the IRU discount off our accounts, purchase the iPhone 3G, activate it later in the afternoon (because of the iTunes meltdown), call AT&T back to put the IRU discount back onto our accounts.
I was around the 40th in line at the Glendale Galleria store in CA and multiple waiters in line in front of me had to do the exact same thing, causing us these unnecessary long wait times.
If this KB article was posted before launch day, we could have called AT&T ahead of time and made sure our accounts were IRU discount free on Friday.
Of course, this is all after the fact. Sorry if this sounds like a rant. I think I can speak for everyone who waited in line with IRU discounts.

I wonder if this represents a policy change? I was told by AT&T before buying my iPhone 3G (which I did on launch day) that I needed to go to an AT&T Store to have the discount applied, or I could apply it later online. So, I bought my iPhone at an Apple Store, then activated the discount online the next day. On 7/25, I exchanged my iPhone for a new one, after I had the discount on the plan. The Apple employee simply called AT&T and had the discount removed (took about 2 minutes, with a quick verbal confirmation from me), and then activated my replacement phone. I then re-applied the discount online.

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