I'd never heard of this before, but the local fish store said it was the best fish in the house, and so my husband came home with a piece. He simply broiled it and added lemon and dill at the end, and it certainly ended up being the best fish in -our- house!
Just as the name says, it is white--with only the barest hint of pink--very soft and flavorful. Not at all fishy. It flaked into gorgeous big pieces, no mush at all (but perhaps that was a reflection of it being cooked well, not necessarily a characteristic of the fish).
Anyone else ever had this?