The ease of use for both our internal staff as well as our customers who have no experience with web redirects or DNS services. It's easy enough that even I can set it up! There was nothing they could not do when setting this service up (we were unable to get another product working). They are currently adding some additional features we requested but those will come out in time. Their customer support team is amazing - very knowledgeable and helpful. We've been able to easily setup custom rules for certain domains to send traffic from one subdomain over to another without having to create multiple accounts and manage them separately.