One of the few compact flagships. High price but good value for the right customer.
Perfect for those looking for a stock Android experience with variety of fully optional Asus-exclusive features such as rounded icon quick panel, back button on right hand side, fully customisable colour calibration to name a few. Also support's Asus ROG Phone's gaming panel feature suite. You can of course leave the experience 100% stock Android.
The only downside I can think of is the minimum 2 year software support.
Source: Used to own a Zenfone 9.
I can think of another downside: It's extremely expensive, with no clear benefits over phones that can be purchased for less than half the price.