It's so simple and so quality. And that makes all the difference. There are options to really dress the burger up with meats, truffles, the works. For me, after tasting a few of the different selections, my favorite is the simplest - The Original. It has all that umaminess that you'll fully appreciate every single bite.
If I were to move back to the Bay Area, this would be one of my go-to spots to eat too often. This SoCal concept has brought some great burgers up to NorCal.
If you can't see the slide show here, check out my Flickr album: Umami