What's the big deal with Noro?

Honestly, I don't get it. Noro holds no appeal for me. When I knit up the Hourglass sweater from Last-Minute Knitted Gifts, I did look for Noro's Cash Iroha, which is a nice yarn, but it's a solid. I guess it's the multicolored stuff that people go crazy for. Except me. But some people probably think I'm nutty for my variegated yarn thing. To each their own.