This has been my ADV for a while now. The guy in their store described it as "their version of Mother's Milk or Unicorn Milk", so basically a strawberry custard. I can't get enough of it. The only thing that bums me out is how long it takes to steep if you have them custom mix your nic level and PG/VG. This wasn't a problem until I switched to 3mg because they keep 0, 6, 12, 18, and 24mg stocked on their shelves and it's usually 1-2 months old. This juice takes about a month to fully steep in my experience. The strawberry just doesn't pop until then. This is why it is not a 10.