I think you nailed it. Seems like people these days require so much "look at me attention".
B/c that type of cheesy hoopla and shenanigans appeals to exactly the type of person (usually) who is waiting in line. They eat that crap up, so why not feed them their fill by the shovel-full if they're willing to spend hours of their life and hundreds of their dollars.
Just my 2 cents.