The ease of use, it is very simple to set up an account with this software which makes managing comments easy! You can also have multiple authors that are assigned different roles within their own accounts so you don't need many people in order create content or respond appropriately as needed from each role/author individually (which would be difficult).
It's not perfect but I think they're working towards making improvements over time by listening more closely what customers want out there now versus 5 years ago when we first started using them back then was much better than today unfortunately :/. Great product though if used correctly could really help improve communication between users who may otherwise feel isolated due too lack luster responses being given via other means such email etc..