I wonder if some of the other reviewers (or joes staff) have been to other donut shops. If your only donuts have been dunkin or Krispy Kreme then joes probably seems like it's got it going on, even tho a fresh Krispy Kreme is a thing of beauty.
However if you've been to other places besides the big chains, joes falls a little flat. Dynamo donut, doughnut plant, voodoo doughnut, duck donuts (becoming a chain, for good reason). Sure these places have some history but they also have really tasty donuts. joes has some interesting ideas but the foundation is a bland, somewhat stale donut. I mean it's not called Joe's wacky frosting.
When joes was just a Popup at daily press we gave it a try. They've improved some since then, those donuts had a distinct "dinner roll" yeasty taste. I would just ask their staff this - would you eat one of your donuts with nothing on it? I'd tweak the recipe until the answer is yes.