Justifiably famous and somewhat polarizing. For many this is the first Amaro they try. The aggressive, bitter, minty attack is profound and to folks like myself (Rick), delicious. If you love it there are few substitutes. However if you've tried Fernet and decided you don't like Amaro based on that alone I suggest you play the field a bit as most others are friendlier.
*When I was trained as a bar back and then bartender in late 1990s San Francisco this was indeed a trial by fire & secret handshake all in one. To see its popularity and legend reach the East Coast has been a surprise to me!