/eks/ is Williamsburg's official entry into the great Froyo Wars of 2007. Off the bat, the place gets handicapped because of the name. It's like owner Edong "Neo" Kim is tricking us into saying the letter "x," which is like when the older kids at camp make the younger ones chant "We Are Sofa King We Todd Id." Also his rationale behind the name is confusing and a bit scary.