Ambiance very nice, but the food was OK at best.  I would have given it three stars, but when you take the price (very high) into consideration, it just isnt worth it.  Nothing bad, just not worth $60 for lunch.  Very, very average taste and we ordered the signature rolls.  There are dozens of sushi places in Phoenix where you can get sushi at least as good as Pure for half the cost.  One more thing - the maguro was pretty low quality - pale pink in color as opposed to the bright red that you would expect at a restaurant of this caliber (or at least this price).