Is the line at Shake Shack worth it??

My office is near Shake Shack on 23 St & Madison Ave in NYC and I've been wanting to try a burger. Everytime I go the line is s-o-o-o long and moves s-o-o-o slowly. The (one) line usually has about 30-40 people waiting to order. Probably a half-hour wait just to place an order, then a longer wait hanging outside until the burgers are done. It is filled with young hipsters who seem like they have hours to wait anyway. I look at these lines and it seems like a "scene" (see and be seen, too).

Can the burger be that good? Or is it just the thing to do with friends: like lets go to Shake Shack and catch up while we wait in line?

For extra credit: It you do think SS is that good, tell me the best time to go for shorter line....