Urban Decay eye products are my big splurge, the stuff I buy when it's time to seriously treat myself. UD's eyeshadows go on smooth smooth smooth, are pigmented like crazy and buildable to even more pigment, and, what made me try one in the first place: the array of colors, especially bright ones. I also came to appreciate the variety of finishes available, especially the metallics, glitters, and duochromes. You could probably see my eyes a mile away, and that's fine with me. I wear glasses, and I like to be sure my eyes show up under them. Oh heck, I just love color! And, although it might be shallow, silly, or immature / not appropriate for a woman my (not so young) age, I also love the Urban Decay aesthetic and attitude. I feel more bad*** when I wear it, and that's well worth the price for me.