Why do retailers make people line up?

Why do we make people lineup to spend THEIR money? Checkout isle add-on sales aside, this has never made sense to me.
Walmart is trialling an iphone app that enables consumers to scan their purchases and therefore cut down in queue processing time.
Reference: http://mobile.reuters.com/article/topNews/idUSBRE87U11R20120831?irpc=932
There is one more logical step to be taken but that will be the topic for a different post.