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<p>The main reason for that long line is that Diddy Riese is delicious.</p>
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<p>[The</a> Daily Bruin :: Psychology professor Daniel Oppenheimer leaves Princeton to teach at UCLA](<a href=“http://www.dailybruin.com/article/2012/06/psychology_professor_daniel_oppenheimer_leaves_princeton_to_teach_at_ucla]The”>http://www.dailybruin.com/article/2012/06/psychology_professor_daniel_oppenheimer_leaves_princeton_to_teach_at_ucla)</p>
<p>That, and its owner is commited to only having his store in the UCLA/Westwood area.</p>