The ease of use for our customers with no technical support needed! It's very easy set up so we can provide access in minutes or hours if required rather than days/weeks as it would be otherwise - which is great when you have an urgent need but also allows us more flexibility (not having everyone tied down by contracts). We've used several providers over time including BT Openzone wifi hotspots etc., however none provided such quick turnaround times nor were they quite this simple once installed & configured yet offered all features that are important to me (< 1 hour setup!). I think one thing people may not realise about these products at first glance is how powerful them really do become after their initial configuration stage has been completed successfully i.e. there isn't any ongoing management overhead from your end unlike some other models out there where additional software needs adding / licensing fees paid each month e.g. Google Wifi devices require.