It is a very well cut stone, and the coating does make it look "wetter" than an equally well cut CZ (such as a WinkCZ). I personally think the coating is worth the extra price (and I'm guessing Wink does too, since he sells both his CZs and Ashas!).
(Heehee, sorry to disagree with you, Poppyseed! But you're right, a well cut CZ can be a standout on its own.)