I like it, too. I try not to use wheel cleaners when a regular car shampoo will work, but there are certainly those times when I need the extra power. The new EO delivered for my wheels, and it also cleans the tires wonderfully.
It's the best wheel cleaner you can get at Wal-Mart or Pep Boys or anywhere in a local store. As for it's safetyness, I understand it to be much safer than the old formula, and without a doubt, I can notice that it is MUCH gentler than the old. The old one reeked of acid and smelled harmful from the get-go. The new one smells, seems, and feels much safer.