I wanted an electric fireplace.  I ordered 5 different brands/styles to compare.  This was the winner by a longshot.  The flames are clearly fake at point-blank range, but from further away they look soft and natural(ish).  The ember bed can almost trick you into thinking it's real.  The logs look quite decent, and (though polarizing) I appreciate the mirror backing for the illusion of depth.  This particular model has a 5 year warranty (though the manufacturer couldn't explain why), and all the lights are LED strips.  We build an enclosure for it against the wall, and I couldn't be happier.  Also, I have not tested the heater, but my understanding is that it's pretty wimpy.  We only purchased for the visuals.