You are the product manager running the new iPhone 3D. Nobody has ever seen something like it before. Lots of market education that has to be done here. Nobody will know how to use the things without that knowledge. So you have massive challenges in this product rollout.
Why "roll"? Well, think of the wheels on the carts holding the boxes of new iPhone 3Ds. They, um...roll. So yeah, that's where it came from.
