I like that it's very easy for me as user, because of its intuitive interface with just few clicks! It has an excellent support team which helps you every time when something goes wrong or some feature needs improvement (and they do!). Also there are many tutorials outthere in internet if one gets stuck at any point during learning process - so no worries about being left alone without help from community :) The only downside would be lack off documentation/tutorials provided by developer himself but this can easily fixed through forums / Stackoverflow etc..I use sqlizers mainly due to my project requirements where we need data transfer between different systems via API calls using JSON format.