It is relatively cheap (for 3.5g), easy to apply, and performs just about as well as the Coollaboratory Liquid Pro. Not to mention it is long lasting, non-conductive, and sanctioned by AMD (being made by Shin-Etsu apparently). If you already have a tube of AS5 or Ceramique, it probably would not be worth the expenditure unless you're looking for maximum efficiency. Full performance is realized right off the bat, no curing time required. My favorite was Ceramique pre-MX-2