Using [NSString stringWithFormat] in UITAbleViewCell displaying as empty string

Using [NSString stringWithFormat] in UITAbleViewCell displaying as empty
string

I must be missing something basic here. When I use [NSString
stringWithFormat] to set a property of an object that displays in a
UITableViewCell, it displays as empty. If I just set the property
normally, i.e. property = @"Item One", it displays fine. The code, and
result below.
Using this:
Results in:

Yet the log shows:
Which would indicate the property is set. Will someone please take me to
school here.