I love their blatant disregard for spelling, and possibly grammar, in an effort to seem cool. The only thing they're missing is a few X's in there so that they can seem eXtreme! too.
I also like how long their products seem to last just in general. I have an MSI videocard in my current computer that's getting on 6 years old. I've overclocked it somewhat and it's never given me a problem.