Very fluffy - my kids and dog all immediately gravitated to it as soon as I placed it.  I am using it as a runner in my kitchen.  It's a very high traffic area (in front of the kitchen island) and so far so good.  Cleaning has been easy.  The backer is black, which does show through sometimes.  But it's not at all noticeable unless you take a close look.  For the money, I am very happy with this purchase.