Let's say you're in a hurry, or just want to leverage an online store discount. You catch a ride to the Apple store and order online en route. You get to the store and they say "oh, I have no idea when your order will be ready. It has to be processed, and we want this to be great for you. Just give us some time and when you get that next email, then you can have the product that is literally in your hand right now and you've paid for." I mean, surely there's a reason, what is it? Is the online store division in some internal knife fight with the retail store division?