The functionality. Being able to provide a service helps advance the ways you can use gravity forms. It opens up a new world of possibilities that I can offer my clients.

GravityView has a handful of plugins to increase the functionality of Gravity Forms, but I've used it primarily to create advanced data management tools for clients (think directories). Their tools allow you to display specified values of a particular form on the frontend of a site, in a tabular layout, with advanced options for filtering, searching, inline editing and so much more that I'm probably not away of (yet). I first became aware of their product in late 2019 for a project I was working on, and have found so many more uses for the product since then (not to mention all of the crazy, "I wonder if I could this?" ideas that have gone through my mind). Admittedly, I was so impressed by the product that I jumped on a sale offer to purchase a lifetime license (something I NEVER do).