I knovv many people hate this product because the brush and the difficulty putting it on. It is a little tricky, esp. for people not used to applying eye liner vvith a brush. VVho is this eyeliner for? -People that like deeep deeeeep dark black eyeliner -People that hate vvhen their eyeliner turns up grey in flash photography. -People vvho vvant it to be smear proof 100% and I do mean 100%! For me, though it is tough to remove(not vvith an oil basd remover hovvever) I love this eye liner. There may be liners that are as dark as this one, but the staying povver is unmatched! as they say, you reap vvhat you sovv. I am vvilling to deal vvith its trickery in applying(over time, it is much much easier) because the staying povver and the rich colour keeps me coming back for more. I apply my liner very very thick as vvell and I bought this about 2 months ago and it still has some left in it, though I think it's about to run out in about one month. I used to use fluidline by Mac, though easy to apply, I didn't like vvhen it dried out grey or the smudging. also, I don't think even using a different brush vvould improve the difficulty because the reason its harder to apply is the formula. The formula is sticky, vvhich is vvhat makes the liner so vvaterproof.