I'm with Mike. If they're not hot and fresh they are not worth the calories. That was also the problem with the initial Krispy Kreme expansion when they started selling them outside their stores. Their main marketing differentiation was that they were hot and fresh. Once you sell them of a super market shelf that goes away and they are not very different from any of the other doughnuts there.
We have a doughnut shop here and we've went to a couple in Portland OR last year including Voodoo Doughnuts. I am not a fan of the current trend of plopping everything onto a doughnut. If you make a good, simple doughnut it should be able to stand on its own.
It is surprisingly hard to find a good doughnut here.