Compared to flying somewhere where you need an actually approved visa, like China, ESTA is both conveniant and cheap. Given that until not long ago we Brits needed a visa to go to America, it's a hell of a step up.
I just don't like the whole "oh yeah, we have a visa waiver agreement with your country... you don't have to apply for a visa, but you do have to apply and pay to not have to apply for a visa..."
I'm sure it's not like that in reality, but that's what it feels like to me.
I do, and it's not fun.
I have an application in the works at the moment, started the process with the US Embassy on 28th October 2011, and here I am 4 months and 17 days later not knowing anything and no idea when I might hear.
Ignoring all other points (2-6 hours in secondary being interrogated at the border), the endless process for getting a Visa is a real pain and a massive deterrent.
It's not like this is my first time, I've visited the US more than 10 times and had visit Visas in the past. Nothing has changed, but each application still takes an indeterminately long time.
I was hoping to go to a conference, but it's too late now, it's passed. Perhaps to also try and make some meetings with some potential business partners.
The reality keeps coming home: Just don't bother. It's far more hassle than it's worth. If you get past the Visa (a gamble in itself), then you still have the border to look forward to.
I cannot recall a single trip in which crossing the border was anything less than hellish.
This, of course, is all anecdotal. But behind anecdotes are people, this is my unfortunate reality.
I don't really mind having to fill out some forms to get into a country, it's having to do the same thing 4 times that's annoying.
For the first couple of years they ran the system in parallel -- ESTA was a legal requirement, but because the systems weren't integrated they kept handing out the old I-94W's. Now they've spliced it all together the paper forms are no longer required.
The white customs declaration is still used, though. And I suspect it'll stick around for a very long time (because the precise details change for any given traveller on any given flight).