We've been MANY times and think it's fantastic. It's a bit of a scene - lots of beautiful people - but that doesn't have to be a "bad thing." People are so quick to judge places with a scene as lacking substance, but you have to look at the food first, and their food quality is excellent. (The fact that it's in N. Scottsdale doesn't make it inherently bad or devoid of substance, although there is certainly a lot of that around)
The sushi is fresh and beautifully presented; they also have a great selection of non-sushi items, many of which I've tried and enjoyed. We generally prefer Hiro as our first pick for quality sushi, but find ourselves going to Pure more and more. If you like beer with your sushi, try a Harbin. It's an excellent Chinese beer that pairs quite well with sushi.