So based on several recommendations, I've finally made it here.
Fresh hot delicious Shanghainese food. Basically your staples, soup dumplings (among the best I've had in the city), scallion pancakes (crispy, not to oily or doughy) and your assortment of noodles bowls (beef brisket/tendon is solid).
So, overall, everything is top notch and by the massive crowds, very popular. Bright well lit open restaurant. So, by comparison, the soup dumplings were the best. But compared to say, Ala kitchen, (which is literally the building behind and across the street), the prices are about 10-15% more and the beef brisket and noodles are, dare I say, slightly tastier.
So, I'd love to come here again but if it's crowded or I'm just looking for some noodles and not planning on the soup dumplings, I'll likely choose Ala first.