When I decided it was time to upgrade to a higher end blender, I looked at all the options and the Kitchen Aid stood out. I own many Kitchen Aid products already and have always been extremely happy with the quality and durability of their products. I figured no brainer worth a shot, and I am so happy I did.This thing is truly amazing. Everything I have made so far in the blender has been incredible from smoothies to margaritas. It is super easy to clean and added bonus all attachments are dishwasher safe. The variable speed works beautifully to accomplish desired consistency with whatever you are blending. The supplied recipe book has a lot of delicious looking ideas I can't wait to try. This blender really does rock.