Luv-It is a little shack at the beginning of downtown/end of the north end of the strip. The custard is great here, not too yolky and there are a ton of mix-ins and pre-set custard combos. Jess C. and I tried the Luv-It combo. It had vanilla frozen custard, straberries, salted pecans, and a marachino cherry on top. The salted pecans were pretty good. I liked the juxtaposition of the salty with the sweet custard. The strawberries were not fresh but came in a jelly which mixed well with the vanilla custard.
Since moving to Vegas I have become a fan of frozen custard. Haven't tried any frozen custard in LA or OC for sure. I would definitely say that Luv-It is comparable to Nielsen's quality frozen custard. Give it a try :D