price was one factor but I think it's feature set that is also attracting a few people as well, built in PID, dual stainless steal boilers, fairly generous water tank (2.5l I think it is - feels more like 3 once both boilers are filled), built in water filter (with about a years worth of spares provided), programmable pre-infusion (both time and pressure) good sized drip tray, built in shot clock timer and it doesn't look too bad either, then throw in basically a free grinder depending on where you buy it from and it's certainly got some appeal.