I love this color, but must admit I was a little hesitant about it on seeing it in the bottle. I also wasn't thrilled about buying a whole new line of base coat/primer and top coat along with the polishes with the higher price point of the Infinite Shine polishes. A coworker was raving about how long her manis and pedis were lasting with this line, though, so I figured I would give them a try. She wears her nails shorter than I do, so I think that accounts for my different experience. I am definitely not getting the two weeks wear she's getting. I am lucky if I get a week, which is no better than any other line, IME.I do notice this polish lasts a LONG time on my toes, however--much longer than other polishes like Zoya, which is a fave of mine. So, there's that.Back to the color It Never Ends! This is a wonderful neutral. I thought it looked really boring in the bottle, but it's gorgeous--a really interesting beige, with a slightly violet undertone. This particular polish is a bit difficult to apply smoothly. It doesn't self level completely reliably, but is workable as long as you use good technique. The design of the IS brush helps somewhat, as it's a flattened paddle shape. So, polish does go on fairly quickly. Do take care to keep these bottles clean and well sealed, as the polish thickens quickly with age and becomes more challenging to apply easily. This is why I took off a lippie, and also one because it's priced so high. It's easy to find almost half price certain times of year, however, so keep an eyes out for sales. You can regularly get it for less than full price at BB, JCP, or Ulta, too.