
DougErvin |

For me it was
1. Shackled City - I ran into the hard copy at my gaming store and was amazed at the quality of the product.
2. Backwards compatibility - I have a enough unrun material to GM for years. I was unwilling to go to 4e and start over for what seems like the millionth time. I have 1e, 2e, and 3e material.
3. Respect for other companies - WotC left me disgusted with how they pulled the licenses from all of my favorite companies; Code Monkey Publishing, Kenzer and Company, and Paizo. Paizo wants other companies to play in their play ground.
4. Feedback - In the early days of 3e I did converse with Ryan Dancey, David Kenzer and others but nothing like the opportunity I have had to contribute to Pathfinder RPG.
Bottom line this is a company that really cares about its customers.
Doug

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The high quality writing. That is what cemented my love of PF. The high quality of the books are nice and the quality artwork caught my attention. But the writing is top notch. The books read well, they don't come off as dry history text like all to many game books do or a instruction manual.
Paizo is one of the few companies that you can buy a book, read it and it be a good read. That was one of the things White Wolf was famous for back in the day when they eventually gave TSR a run for it's money.(not saying Paizo will do that with WotC, only pointing out WW did that well and it helped them)
THIS. Plus the very, very good maps, which are not only visually the best-looking in the business -- they are also well-designed and have "personality" to them (for example, take a look at the Foxglove Manor or the House of the Beast). :)