Well since I used this site to get my review before purchase, I thought I'd add my two cents with a new 2011 review. I received this tub in January 2011.
This tub really does take about 30 minutes to set up alone. After the first time, it would probably take 15-20 minutes second time (the removal of packaging is the longest part of the process).
It does take a long time to initially warm up to temperature. Now granted in January I was in 15-20 degree temperatures outside. I filled the hot tub from a hose connected from the inside of the house with hot/warm water.Once it is at the temperature you choose ( it will take at least 24 hours minimum) is maintains it well.
As others have noted, the air it blows into the tub is outside ambient air. In other words, if its 20 degrees outside, it is blowing in 20 degree air into the tub. There is an air/jets bladder that wraps around the interior of the tub liner where the 150 "jets" (really they are pin sized holes) blow out this air. This bladder is about 6 inches wide and is located at a level in line with your lower back. So when those bubbles reach your shoulder/neck, it is very hard to discern that it is cooler outside air because the air bubbles warm as they rise through the hot tub water. However, some people can tell it is colder air bubbles hitting their lower back when it initially comes out of the air bladder.
The effect of this is that you're going to lose 2-4 degrees (depending on the outside air temp) when the jets are on. The jets are on 15 minutes at a time before automatic shut down. So if you run the jets for two cycles (or 30 minutes total) and the tub is initially 102 degrees, the tub will end at 96 degrees in 30 minutes.
Now if you simply like to soak in the tub with no jets, it will lose maybe one degree per 10-15 minutes.
The filter is a cinch to remove and clean. And the mechanical operation is simple enough a 5 year old can figure it out. A temp button and a jets button. Top heat setting is 104 degrees.
Personally I think they could have designed a better top for it. There are about 10 connectors that go around the top cover that you have to connect or disconnect before you remove it to get in or when you're done. And a separate air bladder on top for insulation is just a big plastic bubble you blow up.
Finally, you aren't getting more than 4 adult sized people in this. And those 4 people better be two adult couples. Four separate friends might want more personal space. It's perfect for us (me, my wife, and our 6 yr old) with some good room to spare if it were another child about the same age.
I'd recommend it for the price. It looks nice. It's comfortable to sit in. And the 120V is nice because you don't have to wire a socket for 220V. I also like the idea that I can move it instantly anywhere.
I am sure the reason why the air isn't heated is due to the 120V vs 220V system. I am guessing there is simply a restriction of what lower voltage can accomplish.
I'm only 1 1/2 months into my purchase so I can't attest to longevity. I don't see how people/kids would damage the tub liner inside and it is yet to be seen how well the motor will hold up. I take the filter out and clean it by spraying it with a garden hose once a week. That plus normal tub chemicals is all that is needed.