Too expensive for entry-level reloaders.
Too much slop in the linkage and ram for experienced reloaders.
Plus... It wasn't shiny enough, or packaged in a holographic box (**cough** Hornady **cough**), or with bright orange stickers all over the box to notify you of the latest and greatest tool "upgrades" that are now made of plastic, rather than metal - but still made in China (**cough** RCBS **cough**).