The most confusing thing about the line at Franklin's is you can just order it to go and skip the line entirely. Granted, you have to plan ahead a bit, but who's deciding at the spur of the moment to go eat lunch at Franklin's anyway?
yep, I have a friend who went and stood in line to buy the new apple phone because it was "part of the experience". whatever makes people happy, I suppose.
It's like how a night club with no line is stupid, lame, and not worth going to, but one with a long line is forbidden fruit and so you must line up too.
So many clubs make people line up for no reason other than to have a line.