Love these towels and would definitely buy them again!  Ultra soft is exactly what I wanted and what I got!  Right out of the package, they were thick and plush.  The color (beige) was lighter than on the website, but perfect for my decor!  Ive posted a pic with the towels on my bed, which has various shades of cream and white, for comparison.  I washed them and they came out of the dryer decadently soft.  The ribbon trim adds a nice touch, giving a luxurious feel to my bathroom.  Very good value for my money!