Lines for Blooming Waters? Why?

I’m seeing a few posts about waiting in line for hours to get Blooming Waters, but I’m having trouble understanding why… help my smooth brain out.

BW has the same packs that have been widely available over the last year and a half. The promo cards aren’t unique. The only thing new is the packaging, right?

Why wait for hours at GameStop to get BW, especially if there’s a limit of 2 per person? What am I missing?