I am from Utah (and no, I'm not a Mormon ;) ) and let me assure you that Waffle Love has a great product. We pay between $7-9 for a waffle, which is a pretty expensive dessert, but it's worth every dime. They do have many specials and continue to create different waffles, but in the end, it's all about the waffle. They have a great business model, great customer service, great brand and great product.
I'm not here to argue whether or not they should win this show, but just to say that their waffles really are something special. They are amazing!