Firstly, these don't last as long as soft gel nails - however they don't destroy my nails as soft gels do, so I can live with that!! I've got between 7 - 12 days from them. They do last longer than standard polish, for sure, and look better.
It will take a few attempts to lean how to do them well, and they'll then last longer. Definitely use a hairdryer to warm them up - both before you put them on and after you've stuck them - then give them another press down. Make sure you file the extra off the ends as this seems to be where they catch and rip at the tips. By the third application I was getting the hang of it. definitely takes longer than 10 mins though - more like an hour for me. I find the lighter colours last longer as you don't notice when you start to get tiny chips at the tips.
People keep saying it's a scam as you can't cancel the subscription. Not true in my experience - really easy to make edits, change frequency etc, and I've found customer services very responsive.