There are definitely a lot of negative reactions to the queue.
However, it's more the new user experience once you actually have access that's building love. Naturally, waiting doesn't build love. Maybe some excitement, but also some animosity as we saw in this case. But if you can drive the excitement as they did for some people, but most importantly capitalize on the hype when people are actually using the app for the first time...that's when you build love IMO.
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I think the waiting list and UX built hype, sure, but not love.
The majority of tweets in my stream since it "launched" were negative. Interestingly enough, this is impacting their App Store rating, too:
http://cl.ly/image/0Z3P412a2l1Y (Screenshot)
There are definitely a lot of negative reactions to the queue.
However, it's more the new user experience once you actually have access that's building love. Naturally, waiting doesn't build love. Maybe some excitement, but also some animosity as we saw in this case. But if you can drive the excitement as they did for some people, but most importantly capitalize on the hype when people are actually using the app for the first time...that's when you build love IMO.