We stayed here in Oct 05 - in town for Wales v South Africa - and it was our first stay in a 'serviced apartment' but we are now hooked. For the price of a good but pokey hotel room you can have the run of a brand new apartment.
Did find the apartment a bit 'cold' though. Its nicely fitted out (leather sofa etc) but the decoration is a bit too minimal.
Also we arrived to no hot water - after trying to work out what we were doing wrong - we eventually phoned the contact number who arrived very quickly (ie less than 10 minutes) to show us where the immersion switch was (the excuse was that sometimes the block of flats have a problem with the econ7 coming on??)
We found Century Wharf very convenient - the walk into town won't be everyones taste as its up an 'industrial' road - but it is literally a 10 min walk or 5 min taxi ride to the centre of town. Alternatively its a stroll down to the waterfront - lovely on a sunny day with lots of restaurants etc.
Would we stay again? Yes - and we have - but used a similar company in Century Wharf - and upgraded to one of the Penthouse apartments ...... hint - shop around for the best deals!

Exellent value for money , that good my wife has made me promise to her we will return. Negative points Pools got beat, the apts are a little overlooked, the doors slam if you don,t hold onto them.Part from that if you want luxury and privacy without the stuffiness of a hotel ,this is for you.Another point take a dvd to play in the machine.