The price point. Why anyone would pay more than double for Turbo Tax is beyond me. Both do the same thing. Continue to keep your product competitively priced and you have me as a customer for life.
This makes about 10 years I have used this software and I wouldn't consider using #2 or #3 in the industry. I could do with a few less follow up emails and marketing reminders.
Pros: Easy to prepare, Maximizes refund, Easy to import documents, Fast
Easy to use and interview straight forward. However I did encounter a glitch in the "Take Me To'. Selecting the subject title and clicking on it took me to a different site. Only by hunting through the various files did I find what I was lookin for to enter my K1 details