My congregation was a KJV only church, but is transitioning to the ESV. These pew Bibles are the first step in transitioning from one to another. We believe this is one of the steps in drawing people, and being able to have them stay. The ESV is easily understandable, without losing the scholarship many enjoyed with their KJV Bibles.
The outward appearance promotes positive acceptance, and the type is well designed and easy to read. The chosen color contrasts for easy identification from the hymnal. It looks and feels hardy, and should provide good long term usage.