Serious Eats - seriouseats.com

From the day it opened, I thought Beard Papa was the "Emporer's New Clothes" of fashionable desserts. The folks standing on line outside the store that first couple of weeks remind me of the people who attend the US Open to be seen and talk on their cellphones, and have virtually little interest in the tennis being played. Perhaps I can't shake the prejudicies formed after those early days, and I know you can't expect much for under $2 but Beard Papa may be on the cutting edge of baking technology and it totally soulless (and for my money, relatively tasteless). Give me my $2 worth of rugelah (if they'll sell you that small amount) accross the street from William Greenberg's any day, which is oozing flavor and TLC.