It's no different than a popular concert. People stand in lines overnight and for hours in order to get tickets.... which they pay for.

Do something else while you wait for the rush to die down. The reserving instance wait is only during prime time and only for the first couple days of the week after reset (Monday and Tuesday). No amount of extra servers will prevent a traffic jam and it would be a HUGE waste of resources during off-peak hours and for the other 5 days of the week.