My previous tank was the IM 30L. The main challenge is lighting... because it's 36" long, but only 11" of width and 13" tall. So a lot of the typical lighting options, for a traditional 3 foot tank, can be far too powerful. And it's hard to get 36" of coverage without going with multiple LED fixtures. I personally recommend two of the AI Primes for standard coverage. If you want insanely good coverage, then go with three of them. But that's really only necessary if you are doing a strictly SPS tank.
There's obviously other options out there, but the Primes have a really small footprint. Which I think is key when you are doing a tank that is only 11" wide. No need to have some large clunky LED fixtures hanging over the tank. They also have WiFi built-in, which is a nice bonus.