We moved here in spring 2011 having previously lived in Notting Hill (I grew up there in fact).
Never thought I'd ever move south of the river but my boyfriend's job coupled with affordable housing (unlike in Notting Hill!) lead us to explore the area, and ultimately to decide to move here.
Most of my friends (west londoners) predicted I would hate it and find the move very difficult but I have to say I and indeed WE have no regrets.
I love it here, great neighbours, a real sense of community, independent shops as well as useful chains-like Boots, WH Smiths, Sainsburys.
Its just a really really underrated area.
It would be nice to have a decent health/wholefood shop, perhaps a fishmongers, a Bread shop/bakers would be superb, and perhaps a good organic cafe/resturant that is open in the evening.
I would recommend this area to anyone, the only negative for me is the longish wait for overground trains after 9,30pm