Few of my must-have features: 1. Doesn't dry out my skin. 2. light smell, nothing to compete with cologne or no smell. 3. liquid so it rinses completely, doesn't leave a film on me or my glass shower door. 4. like the look of the bottle, no girly or neutral PC packaging - I'm a man, I know it and proud of it. 5. actually makes me feel clean.
This hits 5/5
I've tried cheaper and more expensive. I don't care about price on things I use on my skin - that said the price is reasonable and the customer support has been fantastic. I don't see trying anything else as this works and it works well.
Fun fact: some mention low lather. Here is what I do and I get plenty of lather. On a wet washcloth I dispense (2) 4"concentric circles onto the cloth, fold the washcloth in half on itself / soap inside the folds, rub the 2 halves together and it produces a great lather - lather produced is just like bar soap without the scum.
Home run on all 5, I have bought 5 bottles so far and am very happy with the product.