I don't do shellfish and I like gravlax and ceviche. I didn't find the pickled herring too 'fishy'...but then what does too 'fishy' mean? Perhaps you should try another brand before you make up your mind.
Certainly a lot of folks hate pickled herring. I hadn't had it since childhood and the reason I picked some up a couple of months ago, is that a dear friend was doing one of those ubiquitous and mindless online quizzes...you get x number of points for every dish you will eat...or won't eat...and that's when I learned that she hated pickled herring. So off we went to buy some. I have promised not to serve it to her next visit.