For me the attraction is that they actually make ASIC's. Or at least have done in the past via HashCoins.
For that reason, and that they have been around for more than a couple of years, I trust them.
I trust them more seeing how they handled the ZCash Hype because, unlike Genisys, they said "Lets do this after the 21st of November" rather than just offering 1 Year Contracts right away. That showed they have brains, as ZCash still has a lot to prove.
They recently dropped the maintenance fee to  0.004 per Gigahash.
Im mining at 7.25Th/s and after maint fees I am getting 0.0037BTC per day.
Lifetime contract (as long as BTC mining remains profitable)
and basically, it works, no worries from me about electricity costs or downtime (or trying to ship an antminer across Europe via Alibaba and it turning up in broken bits)
And with that Antminer, I still need to turn a profit (18 months)