I think that the interesting thing is that it seems to have hurried along Sprint & AT&T with LTE launches. AT&T says they'll be at 100 cities by year's end. Sprint at 100 in "coming months."
I did enjoy the "analysis" by one Michael Feroli of JP Morgan Chase that the iPhone 5 will magically add 0.33% to the US GDP in 4Q. Apple may be wasting its money on marketing -- it has plenty of (probably) unpaid cheerleaders.
Let's start an unconfirmed rumor that those features will be in the iPhone 6, which will be released two weeks after Apple meets its sales goals for the 5.
It momentariy distracted the world's attention from the looming NHL lockout, so I guess it was worth it from that perspective.