Ryan Williams lined up for the new iPhone 5 a full week early.  He set himself up in front of the Covent Garden Apple store, and waited.  But Ryan didn't really want the phone.  Rather, he thought the media attention - as well as auction off the actual phones on eBay - would help him raise funds for cancer research.  Apple fans have been using the lineup to promote themselves, or their own companies.  And they love being in this waiting line.  Professor Richard Larson talks to us about the psychology of queuing. 

More about Ryan? Find him here, on Twitter here, his charity is here, and there's video here.