Preparation is the key and it is best used in small quantities in combination with other ingredients. The most enjoyable that I have had cost USD 20 as a wagyu beef roll (much like a sushi roll), as an appetizer. The beef was grilled with vegetables that soaked up the juices and there was this intense beefy flavour. Wouldn't have worked with regular beef. For steaks I much prefer grass-fed "free range" beef from Argentina or Australia or South Africa, tougher but more flavourful and less fatty than US beef. With Kobe the secret may be: less is more.