Squids and other sephalopods

Why is everyone in Richmond so in love with Edo's Squid? Now 3 visits in, I have yet to uncover what is so special about this place. And why do the people who work here have such an attitude?
A persistent thought was that this restaurant should have a tagline similar to Schlotzky's Deli - "Funny Name, Serious Italian"
The decor isnt pretentious at all and has the usual Richmond brick wall on the sides. Tends to get very packed - follows from the adoring public who flock to eat the ostensibly down-to-earth hearty Italian fare here !(which prompts me to add that a reservation is probably a good thing for prime time, unless you like being ignored in that cramped doorway for what might seem to be an interminably long time !). Once seated, you can pretty much share a conversation with your neighbors. I guess some people call that cozy (none of this really detracts from the um....experience).
I should elaborate on the food and I'll probably write more later, even though I was not impressed. Another persistent thought was that the food was not very well constructed (the lcd of which is plating). It is certainly very hearty. I'm just perplexed about the ink this place gets with such inconsistent food. I note that, even with my meager cooking talents, I was able to take my pasta leftovers from one dinner and jazz it up and taste better (to my palate of course but isnt that what this is all about !?). Conversely, the branzino (bass) that I had on another visit was very good. The tiramisu (usually the safest generic choice at an Italian place) was terrible - a sloppy mush that had too much alcohol. But what really stood out at Edo's each time was the shoddy service topped off with liberal doses of attitude. And that definitely detracts from the experience.
Price: I think Edo's is on the slightly expensive side. There are a couple of cheaper pasta dishes but the main entrees are all over $20...(a couple of dinners with shared appetizer, a glass of wine each and shared dessert + t&t came to around $80-$100. The portions are large and two leftovers could make for another meal. awkward math !!). Another slightly rushed dinner with shared appetizer and soup came to around $50.

Perusal of other blog postings on edo's have uncovered phrases like "heaven", "best food I've ever eaten", etc...really??
Should probably be starting 2009 with a more positive note. Maybe I'll find one and change this dispatch :)...