Because they are self absorbed narcissists. That’s why.
They think that the world is excited to learn about this great new way of preparing an ice cream treat, and they are trendy and with it to be there.
Things haven't changed much in 20 years, have they?
I have done some dumb moves over the years.....waited 90 minutes to get on the Harry Potter ride in Orlando. Waited close to 2 hours to eat at The Outback on a Saturday night....actually did that a number of times......I have not waited in line for ice cream though. I guess it must be pretty dang good though if they would wait that long. I think this is what capitalism is all about. I say good for the company and the customers.