There probably is some sound marketing psychology to the idea that if people are seen lining up for something, other people will assume it's desirable. I've often suspected that those people who line up to buy Sony Playstations (or whatever the product might be) are getting paid. From Scotsman.com:
A POLISH mobile phone operator said yesterday it had hired actors to stand in line to buy Apple's iPhone as the device went on sale for the first time in the eastern European country. The company, Orange, said it hired the fake customers as a way to stimulate interest.