Book it if you are comfortable at eighty to ninety feet, have your buoyancy sorted, have dived in current before, and want the single most dramatic profile on the island. Also book it if you are a photographer: the combination of a vertical face, high visibility and pelagic traffic off the wall is hard to find elsewhere in the Caribbean at this ease of access.
Do not book it if you were certified last week, if it has been years since your last dive, if you are diving on a cruise call with no slack in your schedule, or if you are hoping to snorkel. There is nothing here for a snorkeller — the reef top is too deep to see properly and the current is too strong to hold position over.
Some operators take Open Water divers to Santa Rosa and dive it conservatively along the shallower southern profile. That is a legitimate way to see the site, but be clear when booking which version you are getting. A shop that asks about your recent dive history before selling you this site is doing its job, not being difficult.
And the standard Cozumel rule applies with more force here than on a shallow reef: leave a proper interval between your last dive and your flight home, and do not book a deep wall for the morning you travel.