Well, it is awfully reminiscent of 'Sprinkles', except Sprinkles has better tasting cupcakes. Their frosting is really good though, I have to admit that I ate all the frosting, but then pitched the cupcake into the trash can because it was dry and tasteless. (I should mention that their cupcakes are a bit on the pricey side -- so one would expect them to at least taste as good as they cost.) I do go back whenever I'm in Scottsdale, only because it's in the same shopping center as Houston's (which is only one of my favorite restaurants ever), but I only go back because my kids want to go to 'the cupcake place' so they can eat some frosting. Then afterwards, they pitch their cupcakes into the trash can, too.