It's pretty good. As good as frosted bread sticks/pretzels should be.

I think, for the most part, it is sought after stateside because little fanlings think it makes them more hardcore Japanophiles. u_u The droning anime clique back in high school would tear eachother's hair out over a few sticks, shouting out random bits of broken Japanese that they heard in some scene involving Pocky. Meh.