Like most of the trends that hit Phoenix, we were a little late to the game, and then our market becomes over saturated to the point I get a little nausesous. The bright spot is the Yogurtology at least gets the balance between smoothness and tartness right. I can't do frozen yogur where it is too icy, or too sweet. I like it really tart and where it actually tastes like yogurt. If I want it to taste like soft serve, I'd go to DQ or Culvers. This place is super cute, very well lit and less "sticky" ie it is cleaner than most fro-yo places. Overall I like it, I can't say that I'm a fan of all flavors and I usually don't even do toppings. That helps since like many indulgencies, per ounce, it can get a little silly to spend so much per ounce :)