Lunch double date had us try out a new spot for all of us and I'd say it was worth it. The restaurant was convenient, right next to ASU where one of my friends works. For a bit of a hole in the wall place it stayed consistently busy during a Monday lunch. Also, I don't believe it does much, if any, advertising.
Price wise I can see how poor local college students may write it off as too expensive with so many other options nearby.
The biggest pro I have about the food is the soup. I had a meat and tofu soup that came with my bulgogi that was very tasty. The bulgogi itself I wasn't too impressed with, but that's alright because it did the trick.