So we all know the O2's iPhone 3G pre-order system descended into chaos within moments of going live and now it seems in store problems are mounting on launch day too...
According to both industry reports and our tales of woe from our readers, O2 stores up and down the country have been suffering outages from their automated iPhone activation servers leading to mass delays and prolonged waits for many.
Here are just a few of the snippets you guys have been telling us so far:
Pete: "Can conform O2 systems have crashed. Arrived at local o2 store at just before 8. A few people in front of me and got served at about 9.15, only to be told that the system had crashed and no existing iPhone customers could upgrade. Awaiting a call back to let me know when it's back up. More of shambles than the Internet reservations Monday!"
Ben: "I'm told the O2 Gateway system has been taken down completely to try and repair it. Those in queues (most people still are by the sound of it) can expect to wait at least an hour before they try and bring it up again. O2 really are blunder after farce after blunder, aren't they! What the hell am I letting myself in for??"
And our own Andy Vandervell: "Consider yourself lucky you got one. I was at a Carphone Warehouse store in Sunningdale, Berkshire - very near our office in Ascot. Complete systems failure. I was the second person there and after an hour and a half they said we'd all have to go home. They set aside iPhones in order and told us they'd call us back."
Oh - and indeed - dear.
Also not going smoothly are many firmware 2.0 updates for existing iPhone owners with the overloaded iTunes servers repeatedly timing out when retrying to reactive upgraded handsets. The message: "We could not complete your iTunes Store request. The network connection timed out."
Ultimately, those who've decided to circumvent the whole day are probably feeling rather smug. As for everyone else, my sympathies go out to you...