Have you heard about the tiny bakery in Sydney that's supposedly selling cinnamon scrolls that are to die for? Every weekend, the lure of baked good from Sundays Bondi draws a line of people that stretches down the road.

Are the cinnamon scrolls worth a one-hour wait? Who knows! Does the act of queuing for hours to buy something increase the thrill when you finally get it? Or are expectations sky-high and destined to result in disappointment?