There are not a lot of things I would wait in line for. And as someone who lives in a big city, I’m presented with lines all day long. People will line up to watch paint dry if there’s enough hype. They wait in line for pastries, for clothing drops, for concerts, and for the chance to take a picture with an Instagram-famous dog. 

There’s a whole psychology to it. If you see people waiting in line for something, it automatically generates interest. You think, «If that many people think it’s worthwhile, then it must be. Maybe I should be one of those people.» Then before you know it you’re queuing for 3 hours just to get a «new» flavor of ice cream (it’s black sesame). But I’ll bet my bottom dollar that that ice cream tastes at least 10% better than it would have if you hadn’t waited for it. It’s science.