I bought one of these a while ago and it finally had it's day, so I just bought another one! My cats love it!
One of my cats loves it much more than the other 4, she will jump up in the air, catch it and growl, it is hilarious! She will then carry it out through the cat-flap, as I hold on to the rod and follow! Then I let go and I see the rod disappearing out through the cat-flap! We have as much fun with this as the cats! This is certainly the best cat toy we have ever bought; and very reasonably priced for the enjoyment both the cats, and we, get out of it!
After play we hide it away, but this one cat always knows where it is hidden and will not give up trying to root it out! We have to hide it very well now, as she will find it no matter where it is! It is like she smells it ;) The growling she makes is so funny and she really thinks she has a live bird in her mouth! The movement of this toy is so life-life, just like a real bird. It gives them the great exercise they need; especially being indoor cats. After the play we do the treating - this satisfies the whole 'hunt-kill and food-reward'! I always make sure I have enough replacement feathers in, as after a few weeks of using it, they do become a bit tatty and worn, especially if they take it outside when raining!
This really is in my opinion, the top cat toy. Buy it, you will not be disappointed, unless your cat is lazy and boring ;)