Sushi

So for those of us who are new to sushi. How does Sea Urchin taste? I'm willing to try new stuff (had Octopus and liked it, eel not so much). I always see it and wanna try it, but am not really into anything too fishy. Should I? My current fave is yellowtail. Just don't want to look like a complete idiot if its a stronger tasting item.