Well, it's not that bad from the consumer point of view (not sure about internals). Efficiency is about the same as ProRes or DNxHD. It's about as fast to decode as ProRes. GV uses their own metadata in AVI, so it works fine inside their environment.
The problem is with owner, thought they were persuaded to give it for free. SDK is yet another story
I still prefer Cineform as it's very unique and powerful technology.