I bought this after seeing it on the Gadget Show as a challenge winner, which saved me a load of hassle in working out what he differences were between the dozens of toasters on sale in all the shops. It looks cool with the blue lights, it works very well, and we happily replaced our previous functional but flawed toaster for this.
Breville have clearly thought about functionality, and it has easy crumb removal method, and even browning. Toast tastes better due to that even browning, and because times are reduced compared to my previous cheap toaster.