The chick who filmed this pretends to be a vegetarian "disgusted" by this, yet sounds like one of those overly chirpy children's program host on Disney. So +5 stars for syrupy brown note voice, but minus every star possible for fish torture.
I saw this for myself when I was in Japan a while back. It's definitely not a new trend at all. Japan has an obsession with freshness and this is a way of showing customers that their fish is freshly killed. I'm not condoning this though. It is horrifying and cruel.
If I was the chef I'd give all the fish names like "President Johnny Bluejeans" and "Big Yankee Idiot" and have myself a chuckle as I tortured them in front of slack-jawed foreigners. "And this one's for Okinawa!"