SparkFun is pretty amazing for even attempting this.
Anyone who didn't expect the site to suffer extreme loads isn't the geek they're pretending to be. You're running encrypted traffic through SSL, thus considerably increasing the load of an already bogged down system. That's just common sense.
If you didn't get anything, deal with it, no reason to complain. It was a fun morning. Did I complain to Blizzard when I almost didn't get tickets to go to Blizzcon because of the Blizzcon 2008 ticket problems? No. Because it was expected to be a high demand event. Just like a concert or anything else immediate and limited.
After an hour and 15 minutes, I got my free day. I am also a prior customer. Would I have never shopped at SFE again if I didn't? No, because I've never had a company take care of me like they have. They have great customer service, it takes 30 seconds to get someone on the phone, it's just great.
So anyway, thanks SparkFun, you're epic. I'll take my ATTinies and be happy and shop again in the future.