Fast shipping. I like their point system and referrals as well as newsletter flash sales. There's no crazy packaging presentation involved but they offer wishlists, discounts, and a reward point system that I think is really useful. It's all made easy and there are some quality flavors. Especially some tobaccos, that I really enjoy. There hasn't been a mistake on my order. E-mail correspondence I had with them was excellent. Very friendly, helpful and allowed me account access to Fog Milk. All I did was purchase a small sampler before that, so I thought that was pretty nice of them.
**Edit - by "no crazy packaging presentation" I'm not saying their packaging is bad by any means. In fact it's really good. No leaks. I might be spoiled and used to all the small little extras, but I get the feeling they like to keep it simple and all about the flavors/products and that works just as well.