Psycho Donuts. Really?

Does my funny bone need retooling?

Psycho Donuts says that they "have taken donuts to the next demented level. We bid a fond farewell to the tired, round ring of lameness, and the drab, time-weathered environment of donut past. Psycho Donuts has taken the neighborhood donut and put it on medication, and given it shock treatment."

I know it's hard to succeed in business, and offering customers something offbeat or avant-garde can boost sales, but why choose this theme? Counter staff in psychiatric nurse's outfits. A padded cell exhibit. Donut names like Psycho, Bipolar and Manic Malt.

Psycho Donuts admits that they are making light of the subject of mental illness and offered charitable support to NARSAD - and the donuts, I'm told, are delicious.

But this just feels like all kinds of wrong to me.

Update: NARSAD acting president Joel Gurin returned the charitable donation, writing in a letter: “While you may not realize it, your store embodies the reasons that so many people with mental illness don’t want to admit their problem.”