I doubt the order in which you connect the cable, the usb wall adapter, and the iphone matter.
From
http://support.apple.com/kb/HT1476
"Connect iPhone or iPod touch to a power outlet using the included cable and a USB power adapter to charge the battery."
If people do get an adapter to work after switching the order, it might be just a fluke that it worked. I believe there is a quality control problem with the charging cubes.