To AO3 or not to AO3?

Poked around AO3 a little bit last night to see what all the hoopla is about - it appears to be a fairly decent archiving site, but can anyone tell me if they've found it worth the time to copy their works over to it? Is it just re-inventing the wheel and having a reunion of the same folks we already know and love from Teaspoon and/or ff.net or have you found new readers coming out of the woodwork?

Whyfor? Can anyone tell me what makes it different/better/worth the time? Thank you!