I am a convert. I never wanted to pay this kind of money for a needs to be sharpened eye pencil, but it just applies so softly without tugging and grabbing. And the deep brown shade is fantastic for me. It isn't too warm, red, cool or muddied. I actually have 3n hair, lashes & brows...they all look almost black. However, I am not a fan of black liners because they always seem to give off a blue gray cast which I don't like on my nw20 deep winter complexion. This said, a good deep brown is hard to find. I like this and PF Eye Booster in Deep Brown. While the PF is great and what I would wear for longevity, the soft focus lens look that Coffee gives to my brown eyes is amazing. It brings my eyes to life the way Stila Lionfish does (I wear this in the summer with minimal to no shadow). My eyes feel brighter, younger. So are there probably cheaper options out there...I am sure. Do I have the patience to buy and try a bunch of drugstore eyeliners till I get the right brown and the right texture? No. Coffee works perfectly, I will just stick with this. The only reason I did not give it a full five lippies is because I feel like it fades by the end of the day.