>Queuing is a real and tangible cost in time and comfort. So there is real and actual energy going in, for some reward real or psychological.
Everything costs time, so one has to consider what these people would be doing otherwise. Sitting at their work desks staring at a spreadsheet? It might be that the people in this queue are enjoying themselves in the company of fellow people. After all, a lot of time at festivals is spent just standing around in good-natured conversation with strangers.
The new iThingy just plays the role of a McGuffin, or as a souvenir. People will undertake the El Camino de Santiago de Compostela pilgrimage on foot, and will have a 'passport' stamped along the way to show that they ave done it.
There is a paradox here - the people in the queue are largely choosing to level their status to those queing with them ("We're all in this together") for a sense of camaraderie - whilst hoping to get a status symbol of sorts at the end of it.
As Obelix might say: Humans, they're all crazy!