Even though I'm not changing my Yelp rating, I would have to unfortunately say this shop has slipped to a 3.5.
Since my first review, I have been back a couple times; while the donuts are still high quality and indulgent, I feel their selection/availability isn't always the best- especially by comparison to other donut shops. I also feel the service is often a little detached or disinterested in the customer and/or overall experience of the guest.
They have made some strides to make the shop more aesthetically interesting, but it is almost too intense or heavily branded inside. there still isn't a lot of seating, but most guests get their donuts to go so it doesn't ever seem to be an issue for the occasional guest who does prefer dine in.