Decent prices to get out and see some of Iceland, but too many people on each bus and too many stops where the bus unloads and goes in to buy food, drink, souvenirs, etc.
They offer "pick up at your hotel" which means 30 minutes prior to tour departure they send out mini-vans to various hotels and then shuttle you back to the main terminal where you climb aboard a full-size bus for your tour.
At the end of the day, they drop you back off - but not at your hotel. They make a variety of stops and any hotel in the general area is announced and as you get off the bus, they point you in the right direction to walk back to your hotel. Because the bus is very large, and it is dropping people off all over the city, it takes quite a while for those who are staying in the downtown Reykjavik hotels to finally get let off.
If money is tight, this tour company is ok. If you've got some extra travel dollars, pick something smaller and more to your schedule and interests.
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