I have very long, coily, coarse, thick, heavy hair, and I really dislike Deva- makes my hair feel like straw. As you pointed out, however, some love it and some hate it - there really seems to be no in-between. If you'd like to try it, go to the Curlmart here on nc.com, and get the trial size Deva set - not so much dinero, and you'll find out if you like it.
BTW, I love re:coil
bunches, and yes, it's worth the price!