I bought my first bottle of this stuff last night. Suffice to say that I, a budget-conscious bourbon drinker, regret the crime of not trying this earlier.
I agree with all of the above comments (sweet, hot in a nice controlled way, simple but good, good bang-for-buck, etc.) but would also emphasize the mouth feel as a selling point. I am a huge whore for mouth feel, and I have never had anything so rich, heavy-bodied, and oily for $16 a fifth.