I've heard others say the same recently. I've always liked their intuitive breadboarding stuff, though haven't used it much. A lot of user-facing friendliness, which KiCad lacks to be sure.

Normally I'd call out the "built in libraries" as a false thing to optimize for, but since you mention making your own components, I assume you're willing to move outside of that as well, so that's good to hear. Most people assume every part should have a library component which is simply never going to be the case in electronics. Even if there were a library for every component, I usually only trust the parts I have made, verified and tested myself. Been burned too many times.