Those are all good points, but the top ones are:

A) The fashionable design of the glasses, which are a cross between 'very contemporary cool design' with a hint of 'tokyo bubble gum plastic irreverence'

B) Aesthetically and functionally perfectly and seamlessly consistent with their brand, and their product experience.

C) When you say 'geographic clustering' - the more important point is where. Santa Monica, Big Sur. 'Cool Kid venues'. No t downtown LA or Orange County.

D) The 'scarcity' ... because there are so very few glasses being sold right now, I don't think it's an economic issue so much, although that applies - right now, the 'popup' store is a brilliant PR move. Every day, there'll be a huge buzz over where it is, and the kids getting them will proudly wear them to school, brag about them, creating all sorts of local buzz.

Snapchat is acting like Nike or Starbucks, and not a tech company, which is very smart of them.

Funny they are in LA - there are almost zero Valley companies outside of apple that know how to do proper consumer marketing.

Also identifying customers

Thank you, included!