Bak Kwa Fever

I've been sitting here trying to figure out what I should put as a title to this post and I'm still undecided.
The article (taken from today's Straits Times) says it all.

Every year, near Chinese New Year, this particular branch of grilled marinated meat bustles... for what reason, I do not know, because the meat itself is not all that delicious, doesn't warrant an 8-hour queue just to get to purchase the meats. So people used to get their helpers to queue for them, but this is just crazy!