"Bragging rights are part of your social definition of yourself and your standing in the world," Saltz says in the video, while attempting to find the end of the line at Black Tap in NYC (where you can get the aforementioned over-the-top milkshakes). She goes on to explain a bit of "mob psychology" also comes into play, which is to say that you might want to do something when you see lots of other people doing it, too. And ultimately, Saltz says the stupidly long wait might actually make you enjoy the milkshake, for example, even more.
The video doesn't mention anything about Instagram likes, but getting a zillion likes while you shovel milkshake/pie/cookies/candy into you mouth is probably worth the wait, too.
h/t Huffington Post
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