Hey Texans- can y'all tell me what's so good about HEB?

NC transplant in Florida since 2009 and I'm looking to move to Texas. I've done a lot of research and something I've noticed talking to many of you is that there seems to be a strong love for HEB grocery stores in your state

I'm curious what's good about it compared to other well known grocery stores. Is it the prices? specialty selections? Atmosphere?

Here in Florida, there's a bit of a local pride thing for Publix- BOGO deals and excellent subs. Otherwise they're actually crazy overpriced and I avoid shopping there if at all possible