Of course, the backlash has rolled in, too. "How is it different from an uncut sushi roll?" a friend asked. "I don't know . . . it seems too weird," another picky eater told me. What do you think of the idea? Is it brilliant, or totally ridiculous?
In January, a San Francisco place called Sushirrito opened, and there's been a line around the corner ever since. The concept is remarkably straightforward: wrap raw fish, vegetables, and other accoutrements in a giant sheet of rice-covered seaweed, and eat it like you would a burrito. The idea is so simple you'd think someone would've thought of it long ago.