Ease of use, good tasting hot coffee, attractive and well constructed (see cap exception).

Minor point: Thermal carafe screw cap can be a little difficult to start and hard on the fingers if you overtighten.  The thin cap edge with raised ridge grips is not comfortable to untighten with hand force.  Answer..don't overtighten...leave it a little loose...problem solved.

I bought this unit after doing my customary due dilligence research...including my introduction to this site.  My previous Gevalia drip make gave up the ghost after about 2 years (long after discontinuing Gevalia!).  I always liked the idea of a thermal carafe in order to keep brewed coffee at it best for the longest time.  I was unfamiliar with Zojirushi but have to agree with all of the reviews that this product is a very good coffee maker...1 month into use.  Though there is no "strength" setting, it brews coffee to my desired full taste.  The coffee remains hot for many hours in the thermal carafe...it is still warm 24 hours later.  The basket is easy to lift out...just pop the top, swing the water arm away and lift.  The controls are large buttons and the clock and water level are easy enough to see.  I have not had any trouble with carafe positioning or leaking.  Hopefully,  this product will last longer than my past Krups, Braun and Gevalia units...not having a hot plate will help I believe.

I purchased this online from NewEgg and it arrived within 72 hours in a nicely packed box.