This software is amazing. I have been using it for the past 3 years and I can say it's really grown and matured. It give custom functionality and you can do a lot more and have a lot more control then the leading competitors. Not to mention the the fact that it's semi-free is really nice. You can totally use it perfectly fine as just a free version. Or take it as a "try before buying" And paying it to unlock the extra features is way cheaper then buying into competitors ecosystem/alternative. The only con I have with it is that it's can be a little daunting at first but over all pretty easy to work with and the community behind it is very nice and helpful.
