Okay, there's certainly a vibe and strategic marketing element, but the burgers are too small and not filling. A burger should be something that hits home, is filling, affordable, and gives the every-man what he needs to make his meal. Burger Priest is for those who have taken the every-man burger and added some glitz.
The burger to bun ratio was in favour of the bun; the whole burger was too small; the fries were okay (but I suspect I got the top half of a burned batch); I couldn't see the ingredients so I don't know if they were fresh (but given the rush I suspect they were). Moreover, the burger to dollar ratio was in favour of the dollar (but rent is high on Queen St. West).
Way too many people and such a long wait for such a small burger. I expected more, I hoped for more. Maybe another day, maybe another burger.