Similar positive experience here. I was skeptical about all self-serve, but realized how little I actually contacted Fido for anything (except for the awkward conversations when I tried to negotiate renewal of plans without getting completely ripped ...
Just bought a SIM card from London Drugs and it was super easy. No one insisted on any kind of activation and the helpful salesperson just checked to make sure I knew what to do next. It's bad that Walmart insists on activation.