Document.getElementById returns [HTMLTableCellElement object]

I now have a td:

<td id="setCustomer"><?= $customer ?></td>

      

        
        
        
      

    

Later on the page I have:

<script>
document.getElementById('setCustomer').onclick = function(){
var newOne = document.getElementById('setCustomer');
console.log("var newOne is "+newOne); 
}
</script>

      

        
        
        
      

    

When I click on a table cell that contains this customer name, the function fires up and spits out:

var newOne is [object HTMLTableCellElement]

      

        
        
        
      

    

instead:

var newOne is ACME CORP.

      

        
        
        
      

    

what am I doing wrong?