Walked by the new Woodhouse Fish Company at Market & 14th in SF across from Safeway this evening to see it bustling with a private opening party. The owner's brother (I think) is one of the hippies from the recently aired Amazing Race and he was in the doorway. Anyway they are open to the public tomorrow (Thursday) and they had menus posted in the window. It is not cheap, and I saw no lobster roll as I wished, but saw a New England roll with crab for $15 or $16 that sounded delicious. The windows were fogged up so I couldn't see much more but definitely plan to check it out this weekend.