Aurifil got off on the right foot when first introduced in the states from Italy. They used great marketing. Many high profile quilters were approached and given the the chance to be spokesperson for it for free thread of course and lots of free exposure. I remember when it first was available. It soon became the thread to use because all the celebrity quilters were using it and promoting it. Back then it was all quilt shows and magazine ads. In that era if one of our quilt heros said it was the best, we followed their words. Now we know to take the endorsements as they are, just influence strategy.
It is a good piecing thread and I use it because I have a lot of it and want to use it up. I have to use a thread holder because it is too wavy coming off the spool.