I finally had to go, after hearing so many excellent things about this place.
Please note that my standard for sushi is Nozawa, whose fish I have enjoyed for many years (and have never experienced the purported attitude).
Also note that I have been to Urasawa, and I consider that a totally different experience, more akin to a class or lesson on Japanese cuisine, and not a simple dinner.
Having said this, here's the lowdown.
The place was bustling at around 8:00pm on Weds night. No reservations-- we waited about 20 minutes for a table. The room felt distinctly Japanese, with lots of wood tones and open walls, a very long sushi bar, with walls decorated alternatingly with mounted art of lucky cats and sumo wrestling.
One rule to be aware of is that the sushi bar is a la carte only, no full dinner orders. This is unfortunate, as the dinner meals are quite a bargain, as you will see below.
We ordered the sashimi dinner, which began with two small marinated salads (noodles and cabbage), miso soup, tempura (2 shrimp and various veggies with dipping sauce) and a generous sashimi platter of yellowtail (japanese and new zealand), toro, toro salad, seaweed salad, spicy tuna, yellowtail belly and squid. Most was excellent, except for the new zealand yellowtail, which was tough to chew (I am not sure if this is intentional or now). The japanese yellowtail was wonderful... smooth an meltingly soft. The toro likewise was very soft. (For full disclosure, Mr. Toyo, the elderly owner, was flirting a little with my girlfriend and so I think he may have supplemented our plate with a few bonus items like the yellowtail belly)
We also ordered 4 pieces of sushi-- chop toro roll (bland & expensive, tiny bit of toro), oyster (delicious, unique flavor), monkfish liver (great!! not bitter at all) and I apologize for not being able to recall the last one :)
We supplemented the meal with a second bowl of miso (with fresh in-shell clams- $3.00) and a dish of red bean ice cream ($2.00) and green tea. Total bill....... $60 (tip included).
This meal easily would have cost $120 at Nozawa. Though I feel his fish is overall of better quality, it is not often that my girlfriend and I can afford a $120 dinner and so Sushi Gen is definitely my new "everyday" sushi place. We stuffed ourselves and left happy.
Please note, if this meal had cost $100 I would not be raving so much. It is really the value of the cost:quality ratio that makes this place special (and the charming and generous Toyo-san!)