Texturally speaking, "ice cream" is something of a misnomer. Yes, consumers expect the frozen treat to be creamy; but any hint of actual iciness, either in the scoop or on the palate, qualifies as an unmistakable quality flaw.
The competition among ice cream brands remains fierce, as some scramble to answer the call for "healthy indulgence" and others seek to grab attention with unique flavors and premiumization.