It was a several things for me:
It was the first two orders I made; they were easily traceable (very important to me).
The fact I could speak openly in the forums about things that I can't talk to many people about.
The point system encouraged me to become part of the reviewing community.
I love the fact that Eden cares about the quality of reviews, comments, pictures, and general activities (by changing the points system, it has cut back on a lot of the spam participation).
I love that EF and the EF community care about quality. That speaks volumes in my opinion.