The service is free, which makes it easy for me to test if I want without having any risk of being billed.
It's also very fast so there are no delays in receiving results back from my provider once they have been verified. Not too many complaints about this as yet but I would like more options regarding how often emails can be sent out (i'm currently limited). We're trying to build up an email list with people willing to sign-up to receive newsletters or marketing materials etc through us - quick verification helps ensure that those who do register actually exist!