With new releases, massive player influx is common, and the queues build up.
Buying many new servers to handle just a few weeks of overload probably isn't a good idea.

So, how about a queue notification system. When it gets down to about 20 positions remaining, you can either have the lobby server send you a text message, email, or just play a loud noise you can hear from another room.
This way, you can do other stuff during the wait, instead of just sitting around complaining and making suggestions on the forums while watching the count sit at 2221 for 5 minutes.