It is a factory. The food plant is mostly in brown dated hues, booths and tables showing wear, split roughly in half, sushi bar on one side, tables on the other. Owner/management goal is to turn tables as fast as possible; so the young-ish serves are in continuous motion moving dishes to and from tables in a conveyer belt like manner. Customers, as a consequence, become part of this fairly noisy. assembly line process, which can be a good thing, if you're on a lunch break or with youngsters, or a not so good thing, if you're looking for a quiet dining experience. So why pick Ichima, the factory, why is it "Very Good," because the seafood is as FRESH as it is tasty and plentifully plated. Go there for any one of a handful of fresh sashimi plates or simple nigiri offerings, which quality and quantity rival the best in the Greater LA area. Stay away from the typical J menu faire - teriyaki, tempura, noodles - not Ich's strength, and the speciality sushi - Vegas, Philly, Hawaii - better sampled in a more custom made setting than a factory.