I like that it's easy for me as SEO specialist (not developer) because not only can you use your own keywords but also have custom ones added if needed! It is free so no need worry about cost or being limited by budget etc - just go ahead with what works best/what will help drive traffic & sales through organic searches :) Great tool when used correctly!! Good product from start till finish which means they are doing their job well at every stage too :).
Nothing really bad coming out my mouth either ;) Just think how much time could be saved up front having this done properly before going into production?