Rough Collies here - not a common dog these days among those who didn't grow up with them. If I had a fiver for every time I've heard 'oooh look, Lassie' or 'you must like grooming' when out with three of them ... they get muddy, it dries and falls off on the kitchen tiles and I sweep it up!
Ideal temperament for me - intelligent, but not 'wired' - very people oriented, but not needy and clingy. Happy to relax around the house and garden, but love their family. Very easy to live with.
A dog that is even more beautiful as an adult than as a puppy - can't be bad.
Easy to walk - non combative, don't want to lose you - won't be climbing the walls if circumstances dictate shorter walks sometimes, but go as far as you want when available. (Which is not to say that I don't think they need regular exercise, all dogs do mentally as much as physically.) Ease of walking is not to be under-estimated, I feel so sorry for people who can't enjoy walks because of disobedient/aggressive dogs - walking through all seasons is one of the great joys of dog ownership for me.
Coat - needs regular light attention, but nowhere near as bad as it looks. I like the grooming, but obv not the dog for anyone who isn't prepared to do a bit. I think the breed has suffered from vets' obsessions with neutering - most dogs don't need it to live easily, and dogs with double coats can be a nightmare to maintain after neutering, it can totally change the character of the coat and turn it in to a woolly mess, and you won't know until you've done it.
Healthy breed, largely. Eye tests required as puppies, but mild eye issues non-progressive and don't affect the dog at all. Hip scores generally good.