Definitely worth the hype. I am on a roll with izakayas recently and this place does remind me of Guu.
We showed up on a Sunday at 5 pm (the opening) and although being the first in line, the place filled up in no time after we sat down. Decor-wise you will find some small tables but more buffet-type larger tables for share. We were seated at the bar for a party of three and I got to peak at the food preparation and plating. As expected, the loud cheer upon arrival and departure is also part of the experience.
Food-wise, a great izakaya. Seasoning of the dishes are on the stronger end. I can imagine those who like bolder flavours to love the food here. Ingredients were definitely fresh which would be expected with the amount of turnover at this place. One dish that was more memorable for me was the mackerel. It's not typically a fish I like but this was cooked tender, with a good balance of flavour and right amount of char on the skin. The other dishes we had were more the everyday variety (udon, Japanese pancake, tuna tartare, etc) and nothing was a let down. I feel like on a lazy day I can just close my eyes and chose anything and be guaranteed a good meal. Portions are quite large for an izakaya, you can guaranteed to be full if you have a carb-heavy choice per person (with other apps to share of course).
All in all, I can't wait to come back again.
Last point - the girl's bathroom is quite a sight. Not sure if this is the custom in Japan but the bathroom was equipped from mouth wash, lotion down to sanitary napkins. I definitely don't see that everyday.