The ability to have multiple views of your data for different purposes (e.g., map or table view) with each having its own unique attributes.The ability to use both text search and attribute lookup in one tool makes this more useful than other similar tools out there.
I wish that it could be used as a standalone desktop product without needing internet access but then again we are talking about ArcGis here so maybe thats just me being picky! This has been very helpful when working within our organization. It allows us to create workflows quickly which can save time by not requiring additional staff members to manually perform tasks.