* The feel of the mechanical keys is fantastic. There's much more feedback; keystrokes make a nice subdued "schlock" noise. The backspace key sounds like the sound from Mario games where he does that spinning landing thing on a baddie.
* Easily swappable keys; my WASD are swapped for the purple arrow keys they come with, and my Esc key is a nice dangerous-looking red.
* LEDs are built into the keys they're for. Not a killer feature, but pretty slick.
* Flexibility; there are dip switches in the back for various tweaks such as swapping Ctrl and Caps Lock on a hardware level - they even provide keys to switch out so that the new Caps Lock key gets its LED.
For something I'll be typing on for many hours a day it's a worthy investment.