It's gotta be fast and easy to use to exist in business.

This is an Orderpicker, which is not quite a forklift.  It's like a forklift, but instead of the rider staying on the ground, the rider goes up with the load.  It offers the benefits of a forklift, with the added flexibility of being able to grab less than pallet sized loads.

The title of the post is from the lift operator who was a traditionalist and favored his forklift until he got a chance to use an orderpicker and acknowledged that he liked it better, but if it had been complicated to use, he probably would have stuck with his forklift.