The fact that its real food versus kibble is my number one reason. Also, Dakota is a picky eater, quite the carnivore, picky with treats too. So first dish I put a small amount in the microwave and his nose immediately went in the air. He is being transitioned so still using as a topper. But I usually have to let him eat out of my hand (very spoiled 68 lb dog) but he is licking his bowl clean.