I had an awesome meal at Maui's the one time I went. However, I still recall a story from someone on the board (sorry, I forget who told it) about them getting rather indignant and inappropriate in response to some light criticism of their place. I haven't gone back since, partly for that reason and my apprehension.
 
They do seem like the kind of business that could "play up" the roadside food stand atmosphere for TV. I know the Weiner Circle in Chicago was a cult favorite that turned into a widespread TV hit. Maybe Maui's is trying to capitalize on that, and has their Food Network rub already to build on.