No, seriously? It's twice more expensive than, say, BK-11 and I really fail to see how it is any better. Same grind, roughly same size. Becker handle is in my opinion more comfortable and have bottle opener. Becker has really good kydex sheath (and comes with paracord!), izula has very strange plastic for a sheath, and mine rubs on coating and leave marks. The question really is not 'why izula is so popular' - it's a good knife, I really like it. The question is 'why knives that are arguably better or at least on-par and much cheaper aren't popular'. I feel bad for knives like Becker Necker. They are at least as good as, but you rarely hear about them. Then again, Izula comes in pink and that alone made me buy it.