Why wait in line when there's a perfectly good Baskin-Robbins across the street?

I've never actually had the opportunity to enjoy a cup of Pinkberry yogurt, but I seem to read about this thing everywhere. I'm not sure what the fuss is all about. Apparently, all it amounts to is some frozen yogurt with fruit or a handful of Cap'n Crunch sprinkled on top, but it seems to have become the "it" treat in Los Angeles/Hollywood. Pictures of celebrities with a Pinkberry cup in their hand are pretty commonplace now in the weekly paparazzi magazines, and the buzz around these things are so hot that people have been known to wait in line for unusually long amounts of time to get their fix.

The New York Times today has it's own story about Pinkberry. As is usually the case with anything so simple and yet so popular, it has spawned a number of copycats. The idea behind the yogurt started in South Korea, and the competition sounds like something out of some cross-town tae kwon do school rivalry.