When I first discovered Momofuku Noodle Bar, the concept bewildered me. A New York ramen restaurant seemed misplaced. How could a low-key Asian street-stall dish be hawked to New York's hipsters at high prices? Very readily, it turns out. And I believe the reason for the smashing (if not immediate) success of Noodle and its later brethren lies in chef/owner David Chang's business savvy: small portions, bar seating, loud music, and food that seems at once exotic and comforting. And despite a well-documented hatred for food photography, which I strongly disagree with when done tactfully (no flash and no pictures of diners), Chang allows such gaucherie at the Noodle Bar which means I can share my most recent experience there. The Noodle Bar is sneaky, offering slightly under-portioned dishes at reasonable prices. Designed to be shared, these small plates add up to cost more than a multi-course tasting menu at one of the city's fancier restaurants. This low barrier of entry provides diners the comfort of being able to spend modestly, while the small-statured dishes create the illusion possibility of having "just a bite." Chang is a polarizing figure, with ardent supporters and adamant enemies, but he is tuned in to what the dining public wants in a way many of his peers can only dream of. When one concept doesn't work, he tries another. Noodle's namesake items might be the least popular thing on the menu, and at Ssäm they aren't even available anymore.