I actually had someone who recently signed a 2 year contract for an iPhone 3GS 32 GB decide to completely cancel the account and pay an ETF of $170 because she couldn't get an iPhone 4 at full upgrade price until January...she said she is going to go order an iPhone 4 and start a brand new account....
This is absolutely insane, this woman is a lunatic, she is completely unhinged, out of her mind and nuts, but there are millions of people out there just as deranged as her about this bloody phone.
Now, the rational thing to do would be to say 'hey, you know what, until 5 minutes ago this was the best iPhone on the market, the differences between the 3GS and the 4 are comparatively minor, this isn't a huge leap it's a very small one, I don't have to always have the latest and greatest make and model of everything, my upgrade date is in January, this phone is fine as it is, it will last until then, or even better, I can wait until June of next year when the iPhone 5 comes out, I don't have to jump through hoops to get the latest and greatest of everything Apple just because Steve Jobs tells me it's 'revolutionary'
But no....she has to have it, and she has to have it NOW.....
I hate any company that creates this kind of fanatical devotion, I really do.