Turn clockwise to pull cord back in. We were always having to move and charge our electronics or move to answer the phone. I was looking a new power surge protector, and this is great.
We needed extra outlets for a floor outlet. When my friends come to my house to play board games together, all of them can charge their iPhones.
Now add to that the simple fact that a round, six plug power cable offers an ideal way to consolidate all those plugs within an extremely small foot print. It's very convenient and the retractable cord is a very practical feature.