I made about 5 dozen pumpkin sugar cookies this weekend. I did a controlled test. Half were made with a Martha dough recipe that had to be chilled and the other half were made from a box mix that didn't require chilling. I iced and decorated them the same.
In a blind taste test by Matty, the box mix won. I'll take the easy way out next time... although there is nothing easy about the decorating step.