Going back to 2001, Hell Week has always been crowded--generally the second to last weekend, as well. Not sure 150-minute lines were ever that common, tho. (And the consistent topping out at 150 implies lines were actually longer, that's just where they quite counting). Also, earlier nights, say the first three weeks, were never that bad. This year, early opening weekend has seen Hell Week like crowds almost every night.
It's basically like Food & Wine being crowded on a Wednesday.
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No doubt they're making some money, but the REAL money is in the full drinks (with blinky cup!) and merch. Food, too, at the prices they get. And the in-line sellers require cash (many people just don't carry it anymore). There is plenty of money being left on the table with 2.5-hour lines.