It's best to ignore all the written stuff - it's somewhat puke inducing. On the other hand, I find it difficult not to admire the way they've built their business. They started 10 years ago with a 20,000 pound loan and have built what seems to be a hugely successful business, raising 3 million quid over the last two/three years via their on-line IPOs. The rate at which they are opening new bars in astonishing - Sao Paulo last month, Tokyo this month and I think they have a bar in Stockholm - and that's on top of all the UK bars. Then there's the US TV show.... Yes, they can be a bit annoying, but their energy is pretty impressive.
The core range of beers has settled down now and most of them are decent assuming you like the US styles that they are based on. Hardcore IPA is the one I like most and IMO one the best Euro versions of a US double IPA. Tokyo is pretty good too, although at about 18% is not exactly a session beer. They've recently put out Jack Hammer, a super bitter pale ale which I really like - it's not subtle, but really hits the spot.
The downside for them is that the competition makes better beer: Kernel, Pressure Drop, Beaver Town, Thornbridge, Siren, Buxton, Magic Rock etc. and that's just the UK.