I prefer it to Sex and the City!!
I am in my 40's and have lived in California and now near St Tropez and experienced all the hype surrounding S&tC. I am also currently reading I Heart NY and am enjoying it and have I heart Hollywood for after plus LJ (the book).
I found it far more enjoyable and like the characters far more. They are not so high pitched and hyper - I think they have chosen a great mix of stars who compliment each other well. The clothes, money, lines are all delivered well, its escapism in a glam world but I find it more presented in a much more refined way. Its fabulous/fun/sad/glam/thought provoking and just plain easy to watch.
I have just finished the first disc on the first series and know I will definitely be buying the second!