It's simple, intuitive interface allows for quick creation of custom animations using basic shapes without needing any coding skills! I do not like that it doesn't support all animation formats or even some popular ones (such as Flash), so you can only create what its creator thought was best/popular at the time. We needed something which made advertising our products with animated graphics much easier than doing everything manually in Adobe Illustrator - we also wanted to keep things clean from unnecessary code to avoid having problems when upgrading to future versions. Also very good if there are no developers available because it has pretty decent built-in templates that don't require editing by hand.