Personally, I like the team. Well rounded along with the co-founder of ethereum. I also think the wallet is super sexy!

Another big thing is their link to ATM's. IRRC they have 5 currently with 25 more to be installed. This is physical marketing and access. Another huge plus. Not to mention the debit cards.

One dislike is the huge number of coins. However, despite this fact, I've chosen to invest anyway. It's still within its first month and Nov 1 is when the roadmap.

Team, direction and market is why I was sold.
Coin volume and slow integration of user processes are what I'm leery.

Just my 1 ada (2 cents) worth! =D