Others say...

"DON'T DO IT!!!"
I paid 9.99 for it with free Prime shipping and I still paid too much. This piece of junk didn't extend AT ALL. It retracts, but AHEM, they all do that and don't need batteries! I ordered the type pictured and they sent me the older model with the black switch, so I'm betting B&D knows they're defective. It's so bulky it's not even good as a tape measure, to be honest. Black & Decker used to be a good brand, but this is the second item of theirs with which I've had trouble. Save your money and buy a higher tech measuring instrument. Maybe one that isn't even tape-based.

"A gimmick, not a professional tool"
I bought the older-looking version of this tape measure with the clunky black 2-way switch on the top. Having seen the adverts on the TV, I thought to myself "I would never buy such a ridiculous implement". Then I walked past one in my local hardware store and discovered that it had a millimetre scale as well as the inch scale. This is the only tape measure I've ever found in the USA with that feature. Being a Briton living in the USA, I had to buy it! How can you do proper, accurate measurements and arithmetic with 32nds and 16ths of an inch? Crazy system.

The motorized tape measure is horrible to hold, due to the weight and bulk. However, I have found it very useful for measuring up walls and wood when making shelves for my laundry room and garage. It's very nice being able to measure things without having to get someone to hold the other end of the tape, or watching that the ends of your fingers don't get sliced off by a snaking tape as it retracts on the spring.

Update after 1 year of ownership - Still going strong, but EATS batteries for breakfast. A set of fresh Duracells lasts a matter of only a few weeks of light use. I have tried rechargeables in it, but it then refuses to work at all. I think the battery terminals aren't making contact properly, rather than the voltage being slightly lower than it should be.

"IT DOESN'T MEASURE UP"
I ONLY HAVE THE USE OF ONE HAND/ARM AND I THOUGHT THIS WOULD AID ME IN MEASURING ON MY TABLE SAW. THE INCH SCALE IS ON THE WRONG SIDE OF THE TAPE TO MEASURE TO THE RIGHT SIDE OF THE BLADE. IT'S FUN TO PLAY WITH,BUT NOT TO DO ACCURATE WORK WITH. I HAVE GIVEN MINE AWAY. A POOR INVESTMENT.

"Tape Measure"
This is a great idea, we purchased it for my husband for Christmas. However, he uses it very rarely, he is use to working with the good ole' fashioned tape measure that it doesn't occur to him to use this one. I'm not so sure that it is as handy as one tends to believe. But then again, not everyone is stubborn to change. :)

"Black & Decker ATM100 25 Auto Tape Measure"
This was one of the best gifts I bought for my Dad. He works with wood by himself and he calls it his own little toy. Your never to old to get new toys it put a smile on his face at 67. It was worth a million.