Pros: Safer than a heat lamp. At least with the feather skirt, more natural... more like going into darkness beneath a mother hen for warmth. Easy to adjust (the legs) as the chicks grow. You don’t have that red glow from a heat bulb when you’re trying to take pictures! Easy to clean.
Cons: With a heat lamp (I never used the huge 250 bulbs, only 75-100 watt reptile bulbs), I could easily see the chicks and their behaviors...piled directly beneath - not warm enough...avoiding the spot light - too hot...some beneath, others in the perimeter - ideal. With this form of heat, I couldn’t tell anything without shoving my hand beneath to feel for where they were. So not being able to quickly do a visual check was frustrating for me. Also, although the unit does have a small light on it, at least with the feather skirt, I couldn’t really see the light to make sure the unit was always working. With a lamp it’s very obvious whether it’s working or not. Obviously a wired lamp doesn’t get dirty, while this thing becomes a playground for the chicks within a few days of growth, so does get pooped on.
I would like to note that while this is advertised for up to 15 chicks, those would have to be 15 teensy quail chicks, not chicken chicks. I could see up to 8 regular sized chicks fitting comfortably beneath it for the first 2-3 weeks, maybe 10-12 very small breed bantams. Also, the feather skirt gets pretty nasty after 2-3 weeks, but was well worth the extra $10 for the more natural feel of brooding.