It seems like a very typical example of hunger marketing to me. My boyfriend and I were informed the waiting time is at least one and a half hours first time we wanted to try so we gave up. This time we lined up for 40mins. However, when it was finally our turn, we were told that all cakes were sold out and we had to wait for another 20 minutes. (No way for us to leave at that point. ) The cheesecake is fine, very light and fluffy indeed but not worth one hour of my life for it.