I hadn't heard about x3dom until a colleague mentioned it. Naturally, I had to take it for a spin.
The idea was to find a product that was easy to model and had a large, flat, printed surface, so I could expand the configuration options simply by adding a new image or image set, without the need to open up the 3D model and add a new texture.
As a magento frontend developer, I found the xml structure of the x3dom models comfortable to work with, and of course the built in camera, lighting, zoom and interaction was a nice switch from three.js, where you have to code everything from scratch, but while it works great out of the box, I ultimately found tweaking the inbuilt settings more awkward than coding them in three.js.