I like that it's easy to use in combination with other tools (like Pandoc) because of its ability to export directly into html/docbook format without any conversion required. Also, you can simply mix plain markdown or even just asciidoc content - so no need to learn yet another markup language! One thing i don't really care about is how good it looks when exporting. But if it was better looking, there would be less confusion over what kind of output we want. We are using Asciidoctor together with pandoc to create documentation which will later get converted by Google docs into a proper PDF-document.