When I was watching that I was thinking "WTF, they don't have Black Friday in Japan, that looks like Comiket or something." and that's exactly what it is.
A lot of the stuff at Comiket is limited to a few hundred units, and at its peak it was drawing half a million people so, yeah, organization is really important. The people aren't there for a bargain though, they are there to get things that will never be available again.