Review (5/5): I love it for the very reason many of the other ...
I have used this product for about 15 years. Before that I used Maybelline cake mascara (discontinued) and before that, Max Factor cake mascara (discontinued). I love it for the very reason many of the other reviewers don't -- it washes off with water. If I need a waterproof mascara I'll buy one, but for everyday use this is the one for me. I don't know what I'd use if they discontinued this product. You can control the amount and consistency far better than wand mascaras -- no lumps and clumps. It's also nice to be able to wash out the brush after use; IMO it's more hygienic than a wand. HIGHLY recommended!