iPhone, You Can Tell O2 Are In Charge This Time

I've been on hold with O2 customer services for 15 minutes so far, they stopped playing hold music some time ago.
In theory I shouldn't be on the phone at all, but having filled in their form twice, credit card details and all, just to have it tell me it failed, I gave up on that route.
As it's been nearly 20 minutes now, I'm guessing I'm not the only one with this problem.
The annoying thing is that as an existing iPhone user I have to buy from O2 to get the early upgrade (my contract doesn't expire till October). I'd far rather sit outside the Apple store for a few hours on Friday morning that sit here on hold.