Aside from all the other things this product does right, it has very small softgels, especially compared to the leading omega-3 fish oils. I struggle to swallow huge pills, no matter how they're coated. Until recently, I was buying fish oils that did have small softgels, but because of that, they had low concentrations of EPA and DHA in each serving. So, I was just taking 4-5 of them per day. But when you take them like that, they're not very cost-effective. This algae-based omega has roughly the same potency, but it's all concentrated into one serving, and it's about the same price. It's a no-brainer for me.