Pros
The company is small enough that every employee's actions and inactions have a major impact. What you do here matters. If you want to grow professionally, this is a fantastic place for people who can self-motivate and self-learn. Co-workers are friendly (but not annoying) and everyone helps one another out. Leadership is laid back, does not micromanage, and relies on you to self-manage effectively... but provides enough coaching (not managing) and direction that you don't feel lost.
Kontras
People who might have trouble prioritizing their own time, keeping themselves motivated, paying attention to detail, genuinely and positively interacting with customers and coworkers, or those who lack honesty, discretion, or empathy likely won't find a good fit here. Nobody at this company will babysit you, provide you with a daily list of "to-do's", or otherwise hinder your personal and professional growth. How many "perks" you get (like how late you can come in) are directly related to how hard you work. The people who come in late are the same people who are at the office until 8 or 10 pm the night before. If you leave early in the day, you are expected to come in early (or at LEAST show up on time).