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I would have to say:

1. The models and how crazy detailed they are.
2. The gameplay and how much more involving it is compared to other turn-based games.
3. PRICE!!!! So cheap to put together an army.
4. The fluff is amazing!!!
5. After reading through many forums for Infinity, the community just seems so much more.... consistently nice I'll put it as. I have yet to read a thread where someone just goes off on anyone else.

Sadly it has happened but not often.

One other thing I love about the game. BALANCE! It's one of the most balanced I've played (not many).

1. The game play
2. The look
3. The fluff
4. The sugar
5. The power
6. The women

Heard the chatter about how good the rules system was, looked at the minis and then heard I could pick whatever I fancied in a force, so went for it.

Bought the 3 hardback books over a month or two and then got addicted to the background as well - love the game!