I loved it when i tried it at their B+M (well steeped sample), and i did like it right out of the box. It is sweeter, and you dont get nearly as much of the toasted, or the tobacco. I give MellowMax credit not only for getting me off analogs that first week or so, but also dropping down to 12 mg so quickly.
That being said, after two weeks i saw a big improvement, and when i tried it at 3 weeks i didn't put it down till it was gone.