The level of personal attention they provided. I've worked with a lot of developers in my professional career, from 1-man-bands to big firms, and a huge issue for myself and some of our bigger corporate clients has been that companies often just look at your feature list and build what you want - no questions asked. And when you figure out that the feature wasn't needed or not the best way to handle something, you now have a big cost to get it changed or remade all over again. The best thing about working with Noctocode is that they really took the time to understand our product, and gave us a lot of suggestions and recommendations that ended up making the product way better than the original feature list we gave them, saving us a lot of money and time in the process.