They have a conveyor belt with color coordinate plates. The colored plates represent different price points. For example, white plates might all be $1.50. This is convenient if you're on a budget and know "okay only look for white plates".
Convenience: 9/10
As far as the taste of the sushi, I was not impressed. Maybe because I stuck towards the lower end of prices, but the ones I did try I was not impressed with. I did try some of the more "expensive" ones from my friends plate and still was not as impressed.
Taste: 6/10
I would say that if you're new to sushi and have never had GOOD sushi, you'd enjoy this place. If you have, like me, however, experienced good sushi (I'm from the coast: good sushi is all I know;)) then you probably have better luck elsewhere here in Phoenix for some good sushi.
Overall I would give this place a 3/5 for the convenience being so great with the cool concept of the conveyor belt and colored plates, but taste if more important to me than convenience.