Shhhh! - you'll ground the suspended disbelief!
Providing enough people believe that enough other people are interested they've got a chance of sparking a mob mentality. MS have pulled it off before - in small-town Thailand I saw a story about an NZ boy becoming the "first in the world" to buy a copy of Win95 (queued for a day for the midnight opening).
So look to MS stressing that supplies are limited and the wait for restocking is unpredictable. And the MS staff memo will stress avoiding polo + chinos and double-checking that the staff badge is left at home...