In short: Efficient professional service. Mainly appeals to Chinese-speaking customers, but non-Chinese are acceptable too.
I've been here for numerous years and noticed that business seems to keep growing. I get my teeth cleaned twice a year (note: $140 if you pay out of pocket, do your research and compare with other places), dental X-rays, cavity treatment, and even braces. (Braces about $1000 cheaper than other places, but have same or better quality. In fact I had zero complications or mishaps during my orthodontic treatment.)
The dental work rooms are clean and very uncluttered, the staff act professionally and deliver quality results. The only minor downside is that the customer experience seems cold superficially (from the cold interior colors to the lack of small talk), but you are paying less than competing dental offices and still getting better results for your teeth.