I use the timer all the time (no pun intended), mainly to keep track of how long it actually took to do a task. Also, just having the timer running helps me stay focused. I do like the idea of an alarm when you reach the length though, or possibly turning it into a countdown timer, although having it go negative is a bit counter-intuitive from a UI standpoint. I currently use a separate countdown timer when doing a task (which is a bit redundant - I click to start the ToodleDo timer AND start a countdown timer on my iPhone). (On a related side note, I found something Siri is actually useful for... "set a timer for 15 minutes").