Depending on how much of the local flavor you want to absorb, the morning (4:30 AM) prayer call from the minaret next door, and the howling dogs it sets off, might be a negative for some. For me, it's part of the Turkish experience.
First, the staff - the owners, Adnan and Colleen, were there to help us in any way we needed. Colleen would check with us at breakfast every morning (on the rooftop patio with a scenic view) to ask about our plans and to offer suggestions. Adnan would catch up with us in the evening, more often than not, and offer a Turkish perspective on what we had seen that day.
The rooms were comfortable and were designed to feel like living in an old castle (with good Wi-Fi :))
Urgup is interesting in itself and conveniently located in the Cappadocia region. Good restaurants and not as touristy as Goreme.