Gravity Forms is definitely one of the better paid plugins out there that blows the free plugins out of the water. If you receive a lot of form submissions that need to be routed appropriately, this is an excellent solution. The built-in WP forms and other free form plugins simply cannot compete with the robust capabilities that Gravity Forms has to offer. I would give them a 5 Star rating, however they lack an integration with SalesFUSION which will prevent me from renewing my subscription :(. I just couldn't bring myself to deactivate this plugin without leaving a positive review.