iPhone vs Sivaji

Many claim that the iPhone is one of the most hyped product launches ever in history! I beg to differ - the iPhone is tech alright but I think in recent times, Sivaji was the most hyped product/service launch ever - that too with minimal advertising. While the iPhone hype seems to have died down (there are no more queues outside Apple/AT&T stores), the sivaji hype is still alive and kicking!