What could possibly entice a couple of hundred people to spend a Sunday morning lining-up, in intense heat and humidity, on a New Jersey sidewalk?
You guessed - The opportunity to pick up a box of chocolate eclairs and watch them melt in the car.
'Cake Boss' Buddy Valastro is a star of reality television. Each week, two million people tune in to watch him decorate wedding cakes and fold the almonds into the biscotti mix.
The truly dedicated make the pilgrimage to Hoboken to snap pictures of the store and possibly have a 'consultation' with the great man himself.
Pilgrims may also get the chance to clap eyes on wife, Lisa; right-hand man Mauro Castano; head baker Joey Faugno; bakery sculptor 'Ralphie Boy' Attanasia and intern Marissa Lopez.
Less likely to be squeezing the icing bag on the premises is brother-in-law Remy Gonzalez, now embarking on a nine year stretch for aggravated sexual assault.
Now excuse me, I have to go get a muffin, and there's a seven hour wait.