The queue was really a genius tactic. It's addicting to check back, open the app, and see the number of people in front of you drop by hundreds or even thousands, and the total number of people behind you increase as well. Their traction is insane, seems to be somebody requests an invite every other second on average. The real-time updating of the queue was a super smart move.
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.
Interesting to note how the reservation system has impacted ratings in the App Store with a ton of one star reviews complaining about the wait. Might take a long time, if even possible for them to recover their average. Unintended consequences, or maybe they don't care?
I wonder if they have additional folks from the original Orchestra team pitching in right now given the fast rise of the app though. And I'm sure they can't hire fast enough right now... http://www.mailboxapp.com/jobs/