Exactly! I went to sleep around 10pm central and set my alarm for 1:55am. I woke up in plenty of time and began refreshing the store app on my phone at 2am. I wasn't able to get it to come up until sometime between 2:10 and 2:15. It kept showing the same placeholder message. Once I finally got in, it kept getting hung up when trying to contact AT&T. I retried over and over for about 5 minutes.
I then hopped on my PC and was able to get in. On my PC, I was able to get past the step to verify my carrier. It was close to 2:30am central by the time my order was completed. My confirmation e-mail came in at 2:37am. Luckily, it allowed me to choose pick up in store with a date of 9/16 and I was able to choose 11:00 to 11:30 which was my first choice for time. I noticed the next day that I received an e-mail at 5:24am letting me know that my iPhone had been reserved and that I needed to complete my order within 24 hours. This was from the order I tried to place using the app since it wasn't able to reach my carrier. That phone became unreserved Saturday afternoon.
I bet many people having issues tried ordering from multiple devices. This probably tied up quite a few additional phones. Hopefully what happened is that when these reservations were released they went to the people who barely missed getting a date of 9/16. This could be one factor causing dates to get pushed up.
But yeah, bottom line is that being able to actually access the store within the first few minutes was most definitely luck. I'm pretty sure that nobody's refreshing skills are any better than anyone else's. Good luck everyone!