There is something about limited edition that makes you want to hoard like there's no tomorrow. Same goes with pop up restaurants. Knowing its inevitable end makes you positively curious enough to try it out, despite the long lines, despite the hassle, despite all the cons because you just have to. It's almost a matter of life or death. I kid, of course! But isn't it true? The more something becomes more fleeting, the more hype it gets?
