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If you know a bit of SQL it is fairly quick and easy to dive in and get started. BigQuery SQL does not vary too much from other forms so it is easy to pick up if you have prior knowledge of other SQL syntaxes.
The most compelling feature is data delivery from other google products - Google Analytics and Google Ad Manager most of all. The new-ish features for controlling spend are strong.
Out-of-the-box partitioning is very good, it allows terabyte scanning queries to run in minutes instead of hours, as is done by competitors. The interface is very clean and understandable, with easy SQL table creation from text files and parquet files. Preview version of tables are also very helpful.
You need to be very wise to how costs are processed when queries are run or it is easy to incur unexpected charges, especially if you have large datasets with bad table partitioning
Working with google support is sometimes very frustruting
I believe that the cost is higher than for on premise services. It's also very cluttered with a lot of options, so I find it complicated to use for easy querying. It lacks some of the analytics for each column, something out of the box.