It's easy to use, has many filters and allows you to create your own custom filters if you don't like any of the pre-made ones. The price point can be higher than other photo apps. It's still relatively unknown but this could change in the coming year as more users are getting familiar with it. I've been using it for nearly two months now and I've enjoyed it so far. I'm loving how simple it makes taking pictures. I have no issues at all with my friends or family being able to share their favorite images that they took anywhere in the world.