My bf and I lined up for half an hour for cheesecake on Christmas eve. The line is still pretty slow moving and they limit you to one cheesecake per person (not sure if that is always the case, or it was the case for us because it was Xmas eve - who knows). Anyway, it was my bf's first taste of cotton cheesecake, so I made him try a piece while it was still warm, and then again after it had been in the fridge for several hours. When I asked which he preferred, he could not decide. Sigh.
P.S. There is never a line at the matcha cheesecake shop next door. I have yet to try their products, so I can't comment.