Previously my only experience eating a "sushi burrito" was at some food truck during a festival event. It was totally disappointing. Long line, high price, and hardly a burrito (it was so terribly small).
My experience with Soho was the complete opposite! I had a simple build-your-own style sushirito. Each component was extremely fresh and I was perfectly full after my last bite. I personally don't have a huge appetite so unless you really stuff your burrito, I can see how it might feel small to others.
To have paid about $10-12 per roll isn't too bad considering what sushi costs on its own. I did hold back a bit with my add-ons so it may not be the best price ever, but definitely not a deal breaker. I love Soho's sister restaurant as well so it was great to learn that this place is equally awesome.