Verizon turns up the hype for Friday Droid launch

Llamas said the marketing for smartphones, including Droid, might almost seem "strange" but could be just the kind of fun that consumers respond to in a recessionary time.

"Smartphone releases aren't just releases anymore," Llamas said. "They have become full-fledged events and I'd say a pretty good thing to have. It's kind of fun in a recession to have that kind of hype. It's like getting ready for a new Star Wars movie."