Ease of building a relational database without knowledge of traditional coding languages. Ease of designing a good looking and well working graphical interface. Ease of combining commands and scripts to make touch buttons for others to use intuivitially. Ease of using the one and same solution for distributing over server or locally on Apple Mobile devices. Ease of making the solution available for all, including Android mobile devices by using web browsers.
FileMaker would be even better, should it be available in the native language of my home country, which is Finland and the language is Finnish. Also the present licensing and pricing makes it hard for small users to start or to stay with FileMaker. Certainly the software is worth it, one might say FileMaker is the most underrated software on the market today. But on the other hand there are new "Free of Charge" services appearing constantly. Comparison with Microsoft Office also adds to the confusion. On the other hand FileMaker is incredibly multifaceted and absolutely the best-
Invoicing, product catalogue, customer database, weekly events calendar, membership database, work orders, geolocation , music reproduction / guide for correcting the response curve of old gramophone recordings to be used on iPhone, etc, etc
Ease of finding data, ease of sorting, ease of building subgroups, ease of calculation, if needed many faceted logging.