These cookies are the BEST when fresh out of the oven or a short while after. The length of time they came out of the oven determines how many I purchase. If you go in and hear that they are baking, or you see them walking with the tray towards the front counter- just know you are in luck.
The cookies I've purchased stay moist and gooey into the next day or so once I place them in an airtight container when I get home. They certainly don't last longer than that.
I know everyone likes their chocolate chip cookies a bit different. I don't eat the crispy kind, similar to what you bite into from a Chips Ahoy bag from the supermarket. I like the camera ready type, that if you break it in half, you get those chocolate strings that make me giddy.
I knew about Insomnia for years, it was a staple when I lived in Manhattan. I'm sure once word gets out they will draw a bigger crowd, especially during the late night.