The line-up is long, but it moves forward quite quickly. I came after dinner on a weekday and although the lineup was around the corner, out onto the street, we waited only about 20 minutes.
The soft serve is nice and thick, but I find it lacks a bit of flavour. Of course, this might be because of all the toppings that are thrown on. I got the smore's, but I felt either they needed a more flavourful ice cream base, or somehow manage to get a better ratio of topping:ice cream.
Al in all, it is a good dessert location, but I think it is more popular than I would expect after eating it. I would say the items look great, but tastes good.