Why would I tell you I am joking? I said "I prefer".. That is, it's a preference of mine for a variety of reasons.
1) How is the protection a joke? They've got good heuristics, Bit Defender sigs, in-house sigs, reasonable BB and a decent firewall.
2) UI looks great to me. I like simplicity.
3) What features? It has an AV, Firewall, BB, Anti-Spam, Email Scanning, Anti-Keylogger, Heuristics, dual-engines, etc... I'm not sure what else you want, maybe optimizers, cleaners, game boosters? No thanks.
IMO, Eset has a lot of bugs and lackluster protection in some areas but is good in other areas. Kaspersky I've always had issues with, conflicts, etc. Also in view of more recent evidence coming out I am not inclined to trust my data with them. (especially the ex-employee whistleblower). Gdata still has some bugs, but overall I believe it's a fairly solid product and a better choice in my opinion over either of these.