Bought this device because I wanted a smaller, lighter device for travel and for other events where I'd be out and about. Originally bought a Smok Nord and the shoddy and inconsistent coils left a figurative and literal bad taste in my mouth. The Simple EX is very light, very small and most importantly TASTES GOOD!!! Of course you have to build for it because it only fires down to .80. I would rather build my own than have to worry about buying coils that may no longer be available or just not in stock. It's a good little device!