I though the same when I first saw Jiro (and was amazed by the passion), but I couldn't shake the feeling that I had just watched an 80 min advertisement for his family. Most of the reputation, and thus success, of a restaurant, in a place as competitive as Japan, is based on the heredity and life-long devotion of the chef. Some top restaurants boast third-generation sushi chefs (a chef whose father, and grandfather, devoted their lives to the art of making sushi).

You can view the movie as both a statement about the passion for perfection, and as a way to advertise Jiro's family, so that the restaurant, when Jiro retires, may retain its prestige and success. And, I think it is an amazing feat, by the film maker, that they were able to produce a film that made a statement about passion, featuring a specific person, without it feeling like an advertisement or deification.

It's still on Netflix and well worth the watch. He's arguably the best Sushi maker in the world, but his desire to still practice and improve is amazing. I found the mentorship and training of his employees very interesting as well. His standards are so high that it takes 10 years to train. The passion of all the staff as well as himself to do the same repetitive task in the real inspiration to me.

I had the pleasure of meeting him. I remember when I requested for a photo he had a childish glee on his face.