I disagree. I initially wrote that sentence without the almost, because everyone must have a non-zero value of their time. However, I can't prove that statement, so I added almost in order to not get into a debate about a theoretical person who's time is worthless.

I am not saying that everyone is willing to pay 5-40% more to go in a slightly faster line, but I bet if you go anywhere that a line is formed there is some nonzero price which everyone in the line would be willing to pay to skip to the front.. Even if it is measured in cents.

Your right, it is about opportunity cost. And opportunity cost is rarely zero.