 But then the third aspect of this, which I get, it feels a little sad, especially because I might fall for it, is getting back to the headline. This analyst, Valerie Foltz, she's a consumer psychologist and marketing professor at USC's Marshall School of Business, says if they're seated earlier than other people or there's a special line for them at the register, they feel like they're special. It makes them feel that there's a stronger link or bond between themselves and the company.