Variety and convenience. I can buy rabbit/quail/frog/etc links, whole chicks, whole quail, quail eggs, whole rats, whole mice in 1 shipment/box. Their whole prey prices are pretty much on par with my other frozen feeder suppliers so about twice a year(when I'm low on links) I go ahead and make an order from them and restock all feeders plus several bags of links. I'm usually restocking other feeders every 2-3 months.