Crushing the 4s sales from last year? Huh? Where'd you get that from... please. The iPhone 5c should be doing at least 33% and preferably 50% better than 4s sales from last year at this time. From everything I've seen it look like a dead heat when you factor in the error margin.
You're right. I remember all the advertising for the 4s in September 2012 and for the 4 in October of 2011. Ads on the telly, ads in the bus shelters, huge posters in the malls... the advertising was everywhere, it was relentless... oh, wait... Context, context, context.