I like the simplicity of the basic interface, with the power of being able to customize macros and perform redundant tasks automatically with one keyboard click.
I can edit HUGE files and perform complex manipulation that saves me hours and hours of work. The backup on save feature has saved my butt several times when I'm using it for code when I've made a mistake, allowing me to backtrack several steps.
tl;dr Get this product.
Their customer support is just incredible. They're always responsive and friendly. In the years I've used it, I've only stumped them once or twice with extremely complex problems.