The idea of waiting for something makes it more exciting.

The line points to anticipation as a kind of manufactured pleasure: desire intensifies when it is deferred. Read through Warhol’s pop-art sensibility, it also suggests that excitement can be less about the thing itself than about the aura built around it—through delay, scarcity, or ritual. Waiting becomes a medium that heightens attention and projection, letting imagination do part of the work. In that sense, the quote aligns with modern consumer and celebrity culture, where hype, release dates, and controlled access often create more thrill than the eventual experience.