I personally love its capability to automatically and accurately detect vulnerabilities. So, I would say it is the Burp scanner that is THE most powerful, valuable, and an awesome feature.
PortSwigger Burp Suite Professional excels through its automatic vulnerability detection, extensive extensions via Burp Extender, and detailed reporting. Users value customizability with plugin creation and the Burp Intruder tool. However, high pricing and false positives are concerns. Reporting, documentation, and integration with CI/CD pose challenges. API security testing is inefficient, and support delays exist in some regions, affecting user satisfaction. Despite limitations, the suite remains a strong tool for penetration testing.