Would it be more accurate to quote you as meaning "Thats why they're keeping the release date 'under wraps'? My understanding of a "soft release" would be more along the lines of emailing the folks who signed up for information a couple days out from the phone being on shelves. There may or may not be signage in the stores to gather attention but I seriously doubt they would just put a phone on the shelves and not pay any attention to it. If they put it on the floor they WANT to sell it. So my theory is that we're still looking at one of two things: 1) A web only launch with no in store promotion. Just emails to those who signed up, and a banner on the website. 2) An in store launch on the 21st with minimal ads in the lead up. I'm still hoping the 17th is not out of the question but it really looks like thats a slim possibility. The only way I see it panning out is with scenario 1 from above. Of course we could all be way off and it actually does launch on or after black friday in some way shape or form.