Great point! Sort of like the club line. If you run a dance club you want a line of people out front to show that place is hopping.
Now the line is a (punishment + holding cell) for dudes who have to buy their way out of the line by opting for bottle service.
Ideally for the club it moves just fast enough that the patrons in line don't give up and go somewhere else.
Clubs in my city don't pay people to stand in line either, you either reserve your group in the guest book or didn't and are waiting longer for an "opening". Some clubs are at legal capacity and a line builds up but mostly they frisk everyone and ask for ID which takes a while and causes a line to form, which also benefits the club as a sort of popularity advertisement to others on the street.
The line is for low value customers only.
Lines are great for hype, but don't try to artificially create them at the cost of customer experience.
It always blew my mind how long the line was when I walked by. It had to be just tourists who were willing to wait in that long of a line just for the novelty of being able to say they've been inside an official, Nutella-branded store.
That's why the trick of parking a nice car on a street wouldn't work in SF, Palo Alto or Mountain View.