I have a Noritz nat gas one. The details I remember:
A few years back I chose it because the I've got three kids and got tired of running out of hot water. There was also a $300 tax credit (it's now 30% of the install price). I was considering doing it myself, but the 20yr tank crapped out in the middle of Jan and I didn't have time to plan all of the exhaust/install details (to meet code).
The plumber who did it tied it into my existing furnace exhaust, but only because my chimney flue had a flexible flue that ran to the top (I'm fuzzy on details of how that met code right now). Generally, you need SS pipe for the exhaust. They can be run horizontally (shorter run = less $).
It was a bit more than 2X the cost of a tank (~$1200). I got a digital control to set the temp, which was extra. Make sure you size it right (or over size) as the rate it can supply hot water is dependent on the intake water temp (colder in the winter) and how much hot water you are drawing (two showers, a dishwasher, washing machine, etc) at one time.
There is a slight delay in hot water delivery time, I'd say 30-45s, but nothing outlandish.
I estimated I save ~$10-12/mo on my nat gas bills the first year I had it (nat gas was higher $ then). ROI should be 7-10 years. But the real benefit is never running out of hot water. It has a 20 yr warranty on the heating tube.
I love mine and recommend them if you can afford the extra coin.