I love this club for several reasons (and I've tried four other clubs for comparison). One is the quality of the wines. They are consistently good to excellent (the majority of them are excellent). Members are very good about reviewing wines, so there is a lot to go on to make your selections. Another reason: it is not an automatic monthly shipment. You order wine when you want to. There is a $40 monthly membership "fee" - but that goes into your "piggy bank" for future purchases. You spend every penny of it when you order, so you lose nothing. Another: you choose your own wines. You don't get a case of maybe-I'll-like-them wines. For example, I want both reds and whites. But I don't want Pinot Grigio or German whites. I dislike them both. But in every club other than Naked Wines, I'd have no control as to whether I'd get them. Another: you get wines you can't get anywhere else and, I'll say again, they are excellent. Finally: their customer service is the best I've encountered with any company of any sort. In my first two cases (following the intro) they mistakenly included one wine each that I didn't order in place of one I did. After the second order they were so apologetic that they sent me a half-case of wine no charge. The retail value of the wines was $220. The member value $105. I was shocked. Bottom line: I'm very glad I joined and always look forward to trying one of their wines.