It's the Chipotle or Cafe Rio of pizza. And that isn't a bad thing. I won't rehash what everyone else has already said about how you choose your own ingredients, but will comment on the one thing that makes or breaks a pizza - the crust. It is clear to me that when this concept was being developed a lot of effort went into developing a crust that could be pre-stretched on a paddle ready to receive ingredients, would cook quickly, and best of all, actually taste good. A concept like this could easily have been destroyed by serving whatever ingredients you want on top of flavorless cardboard, but in this case they really did it right.
Of course it isn't the best pizza of all time, but for what it is - a custom made pizza with whatever you want on top, made and baked to order in about 5 minutes - it is a home run.
My biggest suggestion on how to improve the place would be to have beer on tap instead of just in bottles. But if you don't want beer or wine, their iced tea options are very good (China Mist) along with the standard soda fountain. Two people can each get a pie, a drink, and split a pizooke for about $24.