Small (anec)data point, but I got invited last week by my local Apple Store to attend the event there and upgrade on the day. Never had that happen before, and

Small (anec)data point, but I got invited last week by my local Apple Store to attend the event there and upgrade on the day. Never had that happen before, and have a history (that Apple surely knows) of buying 6 months after launch and then holding for 4-7 years. I get the impression — admittedly having not watched the event — that Apple feel the need to work hard and drum up interest for this release.