All the projectors I've had or used in the past have been a massive pain to set up. You have to set it up on a surface, line it up properly, maybe put it on some books to raise it and all in all, that adds up to a fairly poor set up experience. With this ultra short throw projector the setup seems... easy. All you have to do is find a wall, power supply, line up the projector and call it a day. No finagling with keystones or putting it on a tripod for more control, just... simplicity.