tonight the reservation system failed on safari but worked (and it was late, obviously) with chrome. wtf!
anyway, I am sure there're doing this way to avoid people buying sim-free iphone massively and send them in china or arabic countries since they don't have a release date yet...the day after the release day, regents street's store has had a really long queue made 99% of arabic people, it looked like a mosque during the ramadan. This is the only reason that came to my mind to explain how badly apple is doing this thing in the u.k
It is also London though and the 4S isn't available in many markets yet.
A couple of weeks after the iPad 2 launched and I was buying mine in the Regents Street queue on a Sunday morning, there was barely any British people in it. They weren't necessarily resellers though, most were on business or on holiday and were picking one up because they could get one.
I also wonder about the 2 per person rule, because at the sametime I saw an Arab guy with his family of about seven and he bought one for each of them. So I'd imagine it's down to their discretion.
Central London also has a pretty large Arabic population now, given that they all own property over here and come to escape the heat.
Have you been through Knightsbridge lately? The area should probably be renamed 'Little Dubai'.