Queuing for Milk

Why do people queue for brunch at Milk?

I mean, don’t get me wrong, I think the brunch at Milk is great. I certainly don’t subscribe to Melissa Kite’s “left-wing breakfast” nonsense. But every weekend there are huge¬†queues outside.

Surely no brunch is worth queuing for. Or is this some Balhamite social custom that I’m unaware of?