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For me it's 8.%% CC and monthly FICO score.
For me, its the great customer service you great along with the products.
Their auto loans are traditionally very good if you don't have access to NFCU or other quality CU.
Combined that with their FICO service, is a reasonable place to be; however, they are, and act sometimes, like a small lender. Also like some other CU's they can be a little pull happy at times. I will likely pickup their low APR Visa at some point when I get rid of my secured card likely another year or two from now. $0 AF secured card too isn't a terrible product, just can do better with SDFCU and the signular (for now) BOFA secured card (albeit with $39 AF).
For me I have no complaints, but I suspect if they didn't offer the freebie FICO service, there's nothing that intrinsically different from other lenders, and it's because of that service that it is held here in such high regard, compared to other lenders.
Edit to add: They are also the most documentation-oriented lender I've ever worked with. I submitted a bunch for a secured card.