This is a very good color EQ, especially for guitars but also for drums and bass. I prefer it to the UAD Pultecs. I don't have the Waves or Softube versions but have demoed them and wasn't as impressed as I am by this.
It's one of the few Native EQs I've heard that compares favorably to the Nebula EQs including the Pultec-style emulations by AITB which I have. I was skeptical about needing another Pultec, but after demoing, I bought because it really helped a (rock) mix on those three major instruments.
I'm really looking forward to their parametric and their compressor coming out for Mac. Hurry up guys