I'm gonna go ahead and say 'Meh'. I'd give them an extra star for the cheapness and free ice cream but there are a lot of other places that I could eat better and cheaper food. It's not that it's bad, but I feel that all of those sushi places on Bloor are pretty much interchangeable in both food and price (although, I would actually say that New Gen has a more creative menu).
SOB is always packed, which should be a testament to quality/value but it's also related to poor service. I'm usually pretty forgiving of slow service in busy venues as long as the food is good or staff is apologetic --unfortunately this didn't happen on my recent visit. I attended a group event (for eight people), yet despite our reservation we still had to wait 30 minutes for a table. Service was not only slow but also sporadic; everyone at the table received their plates at different times and one person didn't receive their food until everybody else was finished eating. It's not as though any of the food choices were overly complicated, there were no substitutions and some people even ordered the same thing but received their plates ten minutes apart. This to me, is the worst and least forgivable service infraction --the purpose of going out to dinner as a group is to share a meal together, not to stare hungrily at the person across the table because they have food and you don't.