I was there and really was glad to see the excitement generated by the trucks.
Deep down, I was a little disappointed because there was no way in hell that I was going to stand in those lines for food, but at least the line to the beer tent was short. Doesn't matter, though, I make it a point to eat at these trucks on a regular basis, so it's not like I was missing out, only delaying the inevitable for another day or so... :-)
Besides, I sent my mini-me on some 'recon-missions' and he, apparently, doesn't have the same regard for the formality of standing lines as I do. ;-)
I don't think this kind of event would do well on a monthly basis - it get's stagnant and old too quickly. I think it would be good quarterly or even 3 times a year with a 'grand finale' to crown the year long champion, plus with a few more events, it may lead to a better experience for the first-timers: i.e. not waiting in line for an hour for a taco.
And I hope the nay-sayers in Jax Beach were paying attention to all of the additional business that was generated to the surrounding area.... Like several others, I didn't eat at a food truck, but took my business elsewhere.
More people = more opportunity = more $$$$ for everyone.