iPhone, O2 and Apple

Why did O2 not anticipate the rush?
If I worked for a business where 200,000 customers registered interest in a product, I'd make sure I could handle most of them when I sent out a marketing message asking them to come to my website.
Apple do that, and I have to ask myself whether they knew o2 had done nothing.
Did they beg them to increase capacity to ensure a good user experience?
Did O2 not believe it's own hype?

Now, despite banging away at their website since 8:30, I still haven't been able to place an order and it appears they've run out of stock, unbelievable.

AAAAARRRRRRGGGGHHHHHH!!!!!!!!!!!