There is indeed a lot to like about Sketchup as an architectural modeling software. The relatively low cost practically guarantees it to be a universally used 3d modeling software. Personally I use 3ds Max as my primary modeling package, and have done so for many years. I love Max's powerful polygonal modeling toolset. But, interestingly enough, even with all my knowledge of 3ds Max modeling, Sketchup can be quicker for me with simple straight-line architectural modeling (and most architectural modeling is).
Depending on your career goals, parametric modeling might also be an important consideration. In my local market Revit has come to dominate. So, I've been learning it and it will be interesting to learn how it might change my modeling practices in the future.