I was disappointed too. I thought I would really like it. Firstly I was surprised at how pale it was - that's not a criticism though, the malt sweetness that you get with the few Double IPAs I've tried is there. Plenty of bitterness too but the hop character and aroma (of which there wasn't much) wasn't overly pleasant. Just didn't do it for me I'm afraid.
TBN, I notice you mention their labels on your blog. The IPA label very much reminds me of the Innocent smoothie labels.