Quality of goji berries vary alot. Chinese ones I understand are the worse, smaller pooere flavour. The Tibetian ones, and other non Chinese ones are better flavour and larger. The ones I tried were fine (not Chinese) to eat raw out the packet. Though I liked them in lemon tea, and good to add to museli and flap jacks.
I ate 1 pack which I got as a free sample, and have never bought them again due to price. I think there are other fresher and tastier and cheaper wonder foods, like pomegranites, blueberries, raspberries etc which are full of anti-oxidants. If you dont like them, try something else!