It's 4am. Just let them. These people actually are smarter than the rest of us. They want to do Black Friday in comfort, so they did. They've also got their running shoes on so that they can make a quick getaway.
It took us a second to realize that they're not even in the store yet. We think the guy wearing the mask probably has the right idea. With that many people around, there's bound to be a risk of catching something.
It's freezing. It's 3am. Seems fun! They're not even waiting in line to get something free, which would make sense. They're waiting in line, wasting their time, which is money, to go waste more money. Great!