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I've been in and out of the Apple Store in minutes - they generally have plenty of staff (and they are always crowded), and they can take care of stuff quickly. With the phones I think it has to do with them wanting to actually make sure stuff works right and the activation is seamless. They got burned by AT&T's incompetence so they stay hands-on. As for the iQueue name...it's part of their branding. At least you can go to a physical location and talk to a real person if you want. *And*, I've made appointments online for tech service, walked in at the appointed time, was seen immediately, and was quickly out the door.
Not a perfect company (none are), but the customer experience is usually pretty good at their stores, and they almost always take care of their customers.
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