Great for couples! My wife loves the feel of the Elite 7X making me vibrate inside of her, and the horns tickle her clit just right.
I've also used it on occasion by myself for a little something extra during my masturbation sessions. Told the wife about it, and she insisted on me breaking it out right away and showing her while she watched.
This was my first cock ring and there wasn't anything complicated about it, so great for beginners.
It's also fun to take turns on who controls the vibrations, and with seven functions, the variety is great for changing pace.

The material's good and stretchy, with a nice smooth feel and texturing in all the right places. The silicone really doesn't have any smell or anything I would consider off-putting.
With a little lube, it stretches just the right amount to slip it on and secure, but not so much that it slides around or doesn't stay in place.
The smooth texture also makes for really easy cleanup.
The only issue I have is that the cord can get in the way or bump into you or your partner while riding the bull and can be a bit distracting.

I love the bull design, and the red coloring. Just gives it a macho look to it I guess. It fits nice and secure, and is pretty much the perfect size for my penis. The bull's nose and horns also hit perfectly on my wife.
All it takes is a decent coating of lube, and it slides right on. Then just adjust the ball ring.
The ball ring could be just a bit bigger as I can have trouble getting it around and above both testicles.
Comfort was one of my big concerns the first time I used it, as I'd never used a cock ring before, but with the above exception, there was no pinching/pain/discomfort, and the vibrations and sensations while using it were well worth it.
It's also very easy to take off.
Another point I liked was that the backside of the ring/bull are also textured to give the user just a little extra feeling as well.

The 7x part of the name refers to the seven functions, and that's more than enough for a good variety. However, while using it, there's not a lot of difference between some of the functions. There's basically three speeds, a pulse function, a stair step function, and a couple of combination functions.
The one push button gives it a nice simplicity, which is good for those times where your brain isn't necessarily running on all cylinders, but can be distracting when you're trying to find a certain setting in the heat of the moment.
The bullet in the bull provides plenty of vibration power as most settings can be felt from balls to tip, and is easily adjusted by the button, which also glows in the dark (as the entire command remote is internally lit).
All in all it works phenomenally and is very good at what it's designed to do.
Uses just a AAA battery that is easily replaced.

Was a little apprehensive with the first use as I'd never used a cock-ring before, but that lasted about half a second after putting it on and flipping on the vibrations. This thing is awesome and well worth the money. It definitely adds a nice change of pace for nights we're feeling playful and looking for something to spice things up.