We love this electric fireplace, and we use it every night! It took me a while to find exactly what I was looking for but this was perfect.  I like it because it higher then many of the electric fireplaces offered, which of course brings the TV up higher. I also love the adjustable shelves on the side. Its pure white and can go with many decorating styles.
It took my husband about 1 1/2 hr to put together, directions were straight forward. 
Its actually pretty heavy to, nice and solid.  The color is a true white I'd say.
The flame looks pretty cool, can adjust the flame height and brighten or dim the lights
right from your couch with little remote.  It also puts out some pretty good heat.
I use the heat first thing in the morning and again at night while watching TV. 
I'm very impressed and happy with my purchase.