Two groups chasing a similar feeling

According to David Chidester, “religion is an arena of human activity marked by the concerns of the transcendent, the sacred, the ultimate – concerns that enable people experiment with what it means to be human”. This statement begs the question, what makes going to church and reading scriptures every Sunday a more legitimate ritual than camping outside of a Manhattan boutique for a limited edition pair of sneakers? The people in the image above closely follow blogs and listings to find out when a sneaker will be released to the public and waste no time for a spot in line. It is not uncommon for “sneakerheads” to camp outside of stores for days or even weeks, waiting for a spot in line to buy their size. There is a general consensus among those who wait that the feeling of gratitude from finally purchasing the pair you want goes beyond bliss. This is not an ordinary shopping practice but is seen by some as a deep appreciation for the stylistic creativity of the shoe designer. Most people think is ridiculous and completely lacks practicality, similar to George’s opinion about his father practicing Festivus. However, even George cannot deny that the ritual of practicing Festivus is “part of who he is”. In class we regarded Hanukkah, Christmas and Kwanzaa as days held to a higher regard as rituals of family building.  On specific dates at specific time throughout the year, people gather in groups for a chance to achieve of feeling they cannot capture doing anything else, a version of their "blue light". That statement can apply to legitimate holidays as well as sneaker releases. What makes one gathering more real than other?