A great place for a picky eater or a seasoned foodie. You have every option available to you for what could be a reasonable price if you build your burger correctly. Or you can have a burger that in price rivals even the thickest, juiciest, most well marbled steak around.
I tried it and am happy I did, but it will not be a regular place when there are other restaurants with the same concept, but with more of a McDonalds-esque price. Mind you the decor would not compete.
Try it out, you won't regret it.