Don't listen to the negative reviews about the price! 1) Price is kind of a dumb reason to give something a low rating. It's not like it isn't clearly marked on the menu- it shouldn't be a surprise. 2) It's pricy because each order is custom made, on the spot, with freaking liquid nitrogen! If you want cheap ice cream, go to a place with regular old chocolate and vanilla that isn't working with a giant vat of chemicals to individually craft your dessert.
This place is fantastic! I ate here while passing through Phoenix on vacation, and was delighted with my ice cream and the customer service. There is a place like this in my hometown in California, but it isn't nearly as customizable as this place was. If you are a fan of cereal, I would highly recommend the cereal flavored ice creams- they were great!!