OK, pros and cons.
Pros:
It is an easy game to pick up, it is packaged in a unit build friendly format, very similar in style to
GW and it uses a standard miniatures scale 15mm. They also do not mind you using any 15mm models and figures, no
GW police at tourneys etc checking the makes and banning units.
Cons:
Like
GW it can be on the expensive side. Some of the infantry sculpting is rough. A lot of competition from other retailers.
I think the attraction for online retailers is that it all comes in sets and blisters so is easy to handle (if you have space). It has rulebook and codex's as its format and a very informative website.
If I was to go ww2 now I would use the vehicles from the range, many of which are very good sculpts even though they are often mixed material, being resin and metal and Plastic (well their used to be some plastic in them), and use Peter Pig Infantry. But that is just a personal view.