I guess they're cool if you have color ADD and like your mod to match you outfit on any given day. $120 for an aluminum tube mod is steep when compared to other mods like the Ragnarok, Tugboat, and Klone which are copper for less money. But of course then they are only one color.
Plus I have a thing for 22mm mods. I don't know the exact dimensions of the limitless but on the gram it almost looks as big as a 26650 tube. Just my opinion.
Innovations are definitely there, but I think lacks in refinement. Seems to follow the ameravape model of loud colors & logos, and perhaps only focusing on the sub ohm vaping aspect. But if that's your thing, then this one might fit the bill for you.
Don't like the way you have to put the atty on before the battery to keep it from shorting the battery. Poor and potentially dangerous design IMO. The smpl has a rim machined on the inside to keep this from happening. Even the Praxis mod has a rim machined on the hybrid cap to keep the battery from shorting.
The other thing, like @NC Dripper said, is it appears like it's a 24mm tube which is a turn-off for those that like the flush look. The video's look like they purposely don't show that. They never get up close on the cap end of the mod.
Ive heard of the limitless mod, looks cool at first, but even the brass and copper have significant voltage drop, plus when you unscrew to put in a new battery the sleeve will drop off the mod possibly hitting the floor if your not careful