I ordered two of those, one for myself and one as a birthday present for a friend, so I got the excitement twice. As soon as the mug arrived I tested mine and it works really well. The whole family was staring at the mug in excitement to see how the TARDIS disappeared and reappeared, even the ones who have never seen Doctor Who and couldn't care less. And no, it's not exciting just the first time... It doesn't get old. It's brilliant every single time you pour a hot beverage in the cup.
A couple of days later I gave the other one to my friend for her birthday and it was an instant hit. Again, everyone gathered around the mug to have a look and my friend absolutely loved the present.
This cup is brilliant for any Doctor Who-fan, as a present or as a treat to yourself. It may cost a little bit more than the average mug, but it's really worth it. It's the ideal way to make that tasty cup of coffee or tea or hot chocolate even better.