If you are happy with what you've got, then we're not pushing you to make a change.
Many people, though, are displeased with their standard controls, specifically their ability to maintain a steady temperature. Our claim and the reason for the Coal-trol existing is to solve the fluctuating temperature issue that so many observed with their old thermostatic controls. For those with dials and timers, the ease of use along with the steady temperature control is a very welcome upgrade. Providing steady temperature control in the manner our controls do has the side benefit of saving fuel.
In some few cases customers are left wanting, so we offer a money back satisfaction guarantee (don't recall the period off hand, 60 days is a safe bet, if you're interested in the specific length let me know) in addition to our 3 year warranty and many customer service options: phone, email, a growing set of dealers who can answer many questions, PM's and messages on this forum and a great set of customers here on the forum that are very responsive, along with years of posts to search for questions and answers.
One of the things we make clear to potential customers installing on an Alaska stove: Alaska tells their customers that installation of the Coal-trol on their stoves while they are still under warranty will void that warranty.
We do not provide warranty coverage for anything but the Coal-trol product, so unfortunately installation on an Alaska is more of a buyer-beware proposition than with other maker's stoves. Knowing all this, many people chose to install it anyway and I've never heard of anyone being denied warranty coverage on their stove due to Coal-trol installation.