How much is moderate? lol... I can eat a can of tuna and it doesn't seem like too much. I usually use a little more than half a can on a sandwich. I love the stuff and I could (and used to) eat it several times a week.
I used to not mind fresh fish at all. I would get tuna (steak) or swordfish and be perfectly happy. Flounder, sea trout, kingfish, blowfish... I used to eat them all with some regularity. But about 15 years ago I got a couple of very fishy tasting meals and stopped eating fish. Every few years I will try again and get that same overpowering fishy taste. Eventually I felt like i wasting money and missing out on something a lot more yummy at the restaurants.
Now blue crabs, clams, shrimp, snow/king crab legs, lobster etc... all awesome when prepared well. But they don't have the amount of Omega 3's that fish does.
Fish oil pills sound awful lol. I plan to eat more fish but also more so nuts and seeds, etc. Trying to limit my sugar intake and fried foods... and fast food. Its not really difficult because I am not limiting the amount of food I eat as long as it is unprocessed for the most part. (mostly fruits and veggies) But I can feel myself longing for a cheeseburger and fries... and a coke...