A hugely popular place and it helps that their one of the only (or perhaps the only?) artisan coffee shops in the whole Ryerson area.
So: cornered the market is one reason to go here. A second reason is the $2 quality Americanos. They also do that latte art that's so popular on TV these days, and that's fun.
The one reason that I didn't always come here when I lived in the area is because the staff is sometimes snobby. Not always, mind you. I've had some great 2-minute conversations with certain baristas here while they assemble my drink, but then I've also had the occasional rude experince.