I'm sure there would be more than a few people who would forgo a Fit 2 and 64GB SD in order to have it on Friday.
That being said I believe most people will get it mid-day Friday.
If people are willing to forgo a ~$250 item (or say $200 after you sell it on Kijiji) and a SD card (not as important) just to get the phone on a Friday vs a day or two later, those people aren't looking at the big picture.
I mean, it's not like you're going to be the first one with the phone anyways, and come Monday you'll be like, hmmmm, I guess I could have waited, what's the difference.
But maybe that's just me lol