It's non-linear/circular advancement forces the viewer to THINK, and afterwards debate the film,

... and walk out, take one look at my best friend and say in unison "I need a drink!" Then we talked, and talked and thought about it some more... and I still can't say I *completely* fathom it!

When it comes to movies I tend to not be heavily swung one way or the other - I really like some movies which are absolute "fluff", and then I really like some which take a bit of thinking about, and sometimes I just like something about half way between the two. Probably all depends on my mood at the time.