I measure storage for a living so I spend a lot of time with tape measures. My favorite cassettes are the 35ft FatMax, although I've had the standard Stanley and FatMax Extreme cassettes. Milwaukee is definitely a leap in quality. Here are my observations: Advantages β’ Measurement marks on both sides β’ Pull-back method is buttery smooth β’ Magnetic head on hook β’ Wire belt hook is relatively much safer β’ Blade has a slippery coating β’ Locking mechanism. easy to use and safe. β’ General impression of high quality. β’ Not enough time with him yet, but I reckon he'll survive FatMax. Cons β’ Relatively heavy for its length. β’ Relatively wide. Just like FatMax. Conclusion: For a layman it's probably too expensive, too big and too heavy, but for a professional I definitely feel the difference in quality. I carry both a 35' FatMax and a 30' Milwaukee in my bag and they're about the same size and weight, but when I just need some tape I always pick the Milwaukee first.