Buyer Beware: How long would you stand in line to buy something special?

Have you heard about the tiny bakery in Sydney that's supposedly selling cinnamon scrolls that are to die for? Every weekend, the lure of baked good from Sundays Bondi draws a line of people that stretches down the road.Are the cinnamon scrolls worth a one-hour wait? Who knows! Does the act of queuing for hours to buy something increase the thrill when you finally get it? Or are expectations sky-high and destined to result in disappointment?