I like BioAstin Astaxanthin for a variety of reasons. One, because it is all natural. Too many vitamins and supplements are full of chemicals. Their advertising says that it is pesticide and herbicide-free and is non-GMO and BSE free. Pesticides and herbicisde have been linked to a variety of diseases including cancer. Two, I like the fact that it has 4 mg of astaxanthin per serving. Although I have found it at higher potencies, 4 mg. is the least anyone should be taking per day, but I have been considering upping my intake as Dr. Mercola recommends 10 mg's and I trust his judgment. Three, I am concerned about my eyesight, which is very poor, but now I am developing cataracts and astaxanthin is supposed to be terrific for your eyesight. Four, I tend to burn rather easily and astaxanthin protects your skin from the sun's rays (great for anti-aging as well!). Five, although I don't have arthritis or any kind of joint problems at the moment, I understand that astaxanthin is good for those kinds of problems and because my siblings all have joint problems, I am using astaxanthin to ward off future problems.