Easy for both developers as well as users, very fast implementation of new features with no changes in code required! We can use it not only within our own app but also share API keys across multiple applications from different clients using this platform without any worries about security or data privacy issues! It would be great if they could improve performance at least one more time when comparing other platforms like Firebase/Parse etc., otherwise I am happy that we chose them already back then during development process (it's 5 years ago). AFAIK still haven't found anything which should make us change my opinion - so far everything worked fine out-of-the box!