I do a lot of portraits and headshots on location, and setting up a background is one of the biggest pains I have to deal with. It's always awkward rolling out paper, or clamping up a white bounce, or putting up some kind of sheet, and it takes forever. This literally takes 30 seconds from the time you pick it up to photo-ready. Set it down, make sure the feet are perpendicular to the base, open the lid, and pull the handle. Done. Took longer to talk about it and write this review. It's saved me hours and hours of set up time over the last few months, and made it super convenient to set up anywhere. My only wish is that you could customize or trade out the backgrounds. I don't want to buy 20 of these to have a wide variety of backdrops. I'd rather buy one or two frames, and then have replaceable background rolls. Otherwise, this is absolutely essential to saving time on locations.