I think that FF is a GENERAL CONSUMER targeted product, one that the masses will hear about and see in local stores. Most of them have never heard of a WOWA product and this would be like a 'Miracle Glaze' to them. I'm sure there are better products out there, but the general public will likely never know they exist.
Looking at it from a novice's point of view, the extreme ease of application and removal of Fast Finish must seem miraculous and the results (at least in my case on an un-prepped car) visually stunning.
I'll give praise where praise is due, and if FF falls on its face in the durability department, I'll say that too. But for now, the three characteristics that I have experienced have been exemplary: Application, Removal and Appearance. Too add, like I mentioned before, two NON DETAILING ENTHUSIASTS, saw enough of an improvement in the appearance of my car, it drew their attention to it, and made them ask me what I had done to make the car 'look incredible like that.' And one of them went out that day to buy some for his motorcycle.