A friend of mine went to the Apple store recently with a couple of questions about his new computer, but like everyone else, he went on a Saturday, which meant long lines and a two hour wait. It was, he told me, not really a complicated issue – something about the iPhone and the way it syncs – but he had driven all the way over to the mall to get it dealt with, and even faced with a two hour wait, he did what a lot of us do when we're looking at a similar choice: he told the guy in the Apple T-shirt and the dangling ID badge, well, I'm here. I'll wait....
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