This place really deserves more of a 4.5, but I'm going to give it a 4 for now because of its relatively slow service. I'll definitely be back here since I'm obsessed with poke right now, but here are a few caveats before you go:
1. Yes it's kind of expensive for the amount of food you get. A large bowl is quite large, and it should fill you up quite well, but it is about $15. A medium bowl seems like most people's go to size, as it's ~$11 and it's a decent amount of food.
2. Like I said above, the line moved quite slowly even though it really seemed like it should be moving as fast as Chipotle/Subway's line. The employees seemed a little too lax considering how long the line was when I went.
3. Poke is basically like sushi in a bowl with a lot of sauce. If you're not a fan of sushi or raw salmon, you may not be a fan of poke.
4. The location is relatively small, so I wouldn't plan on eating it inside unless you have a small party.
Overall, I really liked this place and I'm glad that the poke craze has reached Madison. I'll be back and update my review as time goes on, but for now it's a fairly solid 4-4.5.