There's a lot of hype about this place, and as far as I can tell, a lot of it is undeserved. \n\nMaybe it's just that Phoenix has such a lack of locavore / foodie joints that people are so enthusiastic about its arrival, but the ice cream is decent at best. Definitely better than Coldstone and the like, but compared to the other ice creameries it aspires to, the ice cream is just not there. The flavors are REALLY one-dimensional: everything takes like a sweet cream base with maple / mint / chocolate / whatever else mixed in.