Apple Apple Care rip-off for new iphone Cupertino, California

I, along, with millions of other people, purchased a new iPhone 5 on Apple's website at the time of its launch.  As a true fanboy, this was my 4th iPhone which I own along with 6 Macs, a dozen iPods, 4 iPads, and countless Apple branded accessories.

At the time of purchase I attempted to buy Apple Care, as I have always previously done.  In all previous purchases I have made, Apple Care was offered as an optional purchase at the time of checkout.  This time it was not allowed.  Specifically, the website instructed me that in order to buy Apple Care, I had to do so in an Apple store within 30 days of purchase.  For a number of reasons, I could not get to an Apple store within that time.  Today (November 1), I finally made it to the Apple store at the Gateway in Salt Lake City, UT.  I was told that I could not buy Apple Care, because I had not made it to the store within the 30 days.  Instead, if I have an incident that would be covered by Apple Care, I could buy it at that time for $50 more.  Really?  What possible reason could there be for restricting the sale of a product solely to people that live in close proximity to an Apple store?  Why would this not be disclosed until the purchase process online is essentially completed?  The employee in the store carefully examined my phone to ensure that it was not damaged.  It isn't.

So, I miss the date by about 15 days.  I can't buy the product.  I want to give Apple my money, and they won't take it.  Warning to everyone thinking of buying an iPhone:  DO NOT buy the iPhone unless you can do so in an Apple store.  If you can't, you are out of luck on buying Apple Care.

I have no idea why they instituted this policy.  Apple is not the company it used to be.