Uhhh... I hate to break it to you but the Verizon marketing guru's have hosed up this phone pretty well. So, they've done a great job of pushing the iPhone and their LTE network but who, outside of the diehards, even know the Thunderbolt is coming? No one. And a Superbowl ad? Yeah, people will know then, kind of, but they should have pushed it hard at CES and then released immediately (just like iPhone).
All the news is about a possible release date for the phone, nothing about why the phone is a good phone.
Also, without understanding the financials, it's hard to say whether or not having the phone in Verizon's stores on Day 1 is important. Having it in their stores is an ego thing... Best Buy is perfectly capable of selling the device without having Verizon to do any of the logistics.