Rimmel 1-2-3 Looks Adjustable Volume Mascara

I went in to the store looking for some small items to pack for a trip.  Suddenly I had a ton of Rimmel products in my basket.  How did this happen?  I am still asking myself.  An overzealous employee and a thirst for an excuse to try new stuff, I suppose.  When the lady showed me this I was like, and what is the point?  What does it do?

The brush is fairly small, which for me, turned out to be pretty good for my corner lashes: 

So this a mascara in a tube that you can dial, up to three times.  The dials mean more or less product on the brush.  Which is why I was confused- why not just apply multiple coats if needed?  What is the deal here?

But it's actually a pretty decent product.  I have to admit I felt really stupid when I had to get used to dialling the tube, but I like that you can have a very light, natural look and a heavier look with the same tube.  

I didn't find the formula too dry nor too moist, and it wasn't heavy on my lashes, even on Dial 3.  

In the following photos, I did just one coat, but when I actually wore it along with full eye makeup, I added another coat as well as applied more on the corner lashes.  

Here is how it turned out on "Dial 1" which says 3x more volume: 

And here is "Dial 3", 10x more volume: 

Now 10x more volume is more than a bit of a stretch, but I did like how it didn't clump or smear at all during application or wear.  Now I can see why having more product on the brush in the first place is more effective than multiple coats where you'd get that super stiff, crunchy look.  

Overall, I felt like this was a decent mascara but not like "Omg wow!" or anything.  It was on sale (actually I think all their stuff was at that time) and although I don't think I'd repurchase, this is actually one I will use up.