After living in San Diego two different times, I never figured out the draw to In and out. Their food was marginal at best, and expensive.
I think it is some Socal hype. The same as everyone thinks that Socal is the place to be and that orange county is this magically cool place. Guess what, its not, only the parts they show you on tv.
Give me BFE Missouri or Ohio or Idaho and so on any day.