When you arrive at a pop-up restaurant 35 minutes before service is supposed to begin, and there's already a crowd milling around the outdoor patio, and a cheery host tells you to expect an hour-long wait -- you imagine that the meal is the draw. When the food doesn't measure up to your expectations -- admittedly pretty high under the circumstances -- you wonder if the kitchen isn't playing catch-up to marketing -- the sort of fashionable frenzy only a well-oiled social networking machine can generate.