SO SOFT.  My cats love it too, and it's surprisingly durable.  So far, it hasn't lost many threads, despite my cats literally rooting around and kneading all over it.  One cat peed on it first thing (maybe he didn't like the new-rug-smell?) but there is no visible stain and I've covered the scent with Febreze.  Pleasantly surprised that the urine hasn't visibly damaged the rug; makes it a little more pet-proof, which is a big deal for me when spending $200+ on a rug with three cats.