OMG, when I was working for an AB distributor years ago, I LOVED guys like you! You are the the type of user who keeps them in business, because not all of their products are all that great yet loyal customers buy them almost blindly. Their soft starters, while not junk, are nothing special either. Moderate functionality, low flexibility (despite the name), maximum price, horrific replacement parts cost. I'd give them a B- overall, but certainly not worthy of "regardless of price". Even if I had a plant standardized on AB automation, which I recognize requires a substantial investment in training, I'd make them prove themselves worthy of my other business. Soft starters are too simple to forgo trying to find the best value for your money.